Nowadays, the hotel business is growing rapidly in Indonesia, especially in Medan. This industry has the ultimate goal of satisfying customers by providing the best service. Many new competitors are competing to be the main choice of customers and customers tend to demand better service and high quality. This study aims to measure the quality of service for brand image at Kualanamu Prime Plaza Hotel. In this study, the SERVQUAL model, developed by Parasuraman, has been applied to test five dimensions of service quality: tangibility, reliability, responsiveness, assurance and empathy for brand image in Kualanamu Prime Plaza Hotels. Prime Plaza Kualanamu Hotel is a hotel located near Kualanamu International Airport. This hotel was established in 2017 and is a 4 star hotel. Prime Plaza Kualanamu hotel itself is part of the Prime Plaza Hotel group and resorts that already have 14 properties spread across several major cities in Indonesia, such as Bali, Yogyakarta, Surabaya, Purwakarta, Cikarang, and others. The method used in this research is quantitative analysis method. The population in this study was 60 people. The type of data used in this study are primary data and secondary data. This data was collected through interviews and questionnaires. This study uses a convenience sampling method by taking all of populations as samples to be tested using SPSS. The scale used to measure variables is using the Likert scale. Based on the results of testing the impact of the quality of reception services to the brand image in Prime hotels. The results of this study show that the reception service quality has an impact on the brand image in Prime Plaza Hotel Kualanamu because of all the tests that have been done, the results obtained that H0 is rejected and Ha is accepted.