Today, because products and services are so easily replicated, organizations must differentiate themselves to compete in the market. Developing a robust brand is a highly effective strategy for establishing a distinct presence in the market. A strong brand image is a non-physical asset for firms that is challenging to replicate. This article aims to highlight several study findings and, via a thorough examination of current literature, establish a methodology for investigating the impact of brand image on purchase intention. This article aims to help organizations, business people, and the media understand the importance of brand image and the best strategies and tools to use when producing advertising messaging to reach their target audience. This study will help marketers and advertisers decide which brand image to use when promoting products or services and how far brand image influences purchase intention. This study employs the descriptive research method to evaluate how brand image affects purchase intention. This literature discovery is critical in confirming the requirement for the next data-gathering procedure, which will yield a wealth of knowledge. Later, the completed research will be important to marketers and advertisers. This study is crucial since it provides preliminary information before collecting actual data. Based on an extensive literature review, this paper proposes a framework to investigate the impact of brand image on purchase intention.