This research tries to look into the influence of brand image on purchase intention, and uses Symbolic Interaction concept and different type of needs as interference variables to find how the interference variables interfere in influence of brand image on purchase intention. There are different degrees of perception of brand image in each consumer’s mind; hence this research think there should be a brand image perception district including Explicit Brand Image and Inexplicit Brand Image. Under different circumstances of Brand Image, we like to know if different Brand Image has great influence on each consumer’s Purchase Intention. In this research, we try to apply the concept of Symbolic Interactionism in sociology to consumer behaviors and try to discuss and test and verify. Owing to each consumer revealing some specific behavior on some consumption based on symbolic consumption through Symbolic Interaction concept, this research decided to put Symbolic Interaction concept into consideration to explain the meanings of interaction existing in all consumer nowadays. When consumers need some specialty goods or products or services that are clothed with some symbolic meanings from the society, the symbolic consumption behavior will arise. If some products and brands had symbolic meanings or characteristics, those would be looked as a tool by consumers to communicate in symbolic way with some reference groups or significant others. Quasi-Experimental Design was used in this research. Before the formal test going, we had some depth interviews and a serious of pilot studies to find some brand images being applicable to the formal test. In the large sample test process, we adopted the convenient sampling. Through some analysis results in this research, we found that Symbolic Interaction concept and different type of needs will influence consumers’ purchase intention. According to those results from this research, we suggest something with management meanings or practical implications to provide some people related to marketing with opinions to make marketing strategies when necessary. A. From the results in this research, consumers apparently prefer to Inexplicit Brand Image. The mean of purchase intention of Inexplicit Brand Image is higher than Explicit Brand Image’s. We conjectured that this result was very likely related to consumers’ recongnition or background or their belieives, so made them have a preference for Inexplicit Brand Image. We also found the higher education the consumers got, the more observance influences on the purchase intention of Inexplicit Brand Image. B. Under different brand image, consumers will be affected by symbolic interaction indeed, especially by consumers’ mind; meanwhile, consumers will be affected by social needs as well. Therefore, to understand and to observe consumers’ mind or some concepts bounded up with consumers’ mind is important, and to use those observations to make marketing strategies should get the way to success for business. For shopping places choosing, consumers prefer to shop in flagship store or specialty store. If this is a kind of trend, marketers should put more efforts on this. C. In this research, we brough up a consumers’ brand image perception district, and we verfied two points of this brand image perception district; at last we proof it will influence the purchuse intention of consumers. Here, we recommend that the future study as finding more evidences to support this brand image perception district. D. In this research process, we found that there should be a symbolic consumption relationship existing in consumer society, so we call that an initiative symbolic consumption model. We suggest future study continuing using this initiative model and proofing it. We believe that will provide business with some specific helps. Key words: Symbolic Interaction, Brand Image, Purchase Intention, Mind, social needs