The main objective of this study was to assess the effect of selected promotional tools on brand image in the case of Dashen beer. and to forward some possible recommendations for solving the problems identified by the study. It assesses Dashen Beer promotional elements effect on brand image. The study is conducted in Bahir dar. The research approach applied for this study was quantitative approach, In order to achieve the objectives of the study, a sample of 400 respondents were selected by convince sampling method. The study used explanatory research design. The data used in this study were primary and secondary. Mainly cross sectional survey method was used in data gathering from those sample respondents by using questionnaire. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions and SPSS version20 (statistical package for social science) as a tool of data analysis. The study incorporates promotional elements as independent variables and brand image as dependent variable and it tried to identify, describes and show cause effect relationship between these variables. After careful review of literatures with regard to the relationship between independent and dependent variables, the hypotheses were developed to guide and to be tested based on the result of inferential statistics. The finding indicates that from three predictor’s two predictor’s (advertising and nonmonetary promotion (gifts) ) show strong correlation positive and statistically significant effect on brand image of Dashen beer in Bahir Dar city. The remaining one predictor (sponsorship) show low/weak correlation, positive and statistically insignificant effect on brand image of Dashen beer in Bahir Dar city . Therefore it is recommended that the company should focus on the significant factors influencing brand image of Dashen beer .moreover further investment on advertising and non-monetary promotion and designing the new method to their marketing strategies in order to proficient and build a strong brand image in the long run .