The purpose of this study is to research the hotel bakery brand's equity influence on the customer purchasing intention. Referring to the given study, this study distinguished the brand awareness, perceived quality, brand image and brand loyalty as factors constitute brand equity. The research analyzed following detailed matters to accomplish the purpose of this study. First, it investigated the factors of brand equity with conceptualizing brand equity. Secondly, it analyzed how the hotel bakery's equity differ on according to demographic characteristics and general characteristics, in segment-market. third, it analyzed how the hotel bakery brand's equity has an effect on the customer purchasing intention. In order to accomplish the empirical study, a non-random survey on the person who experienced the hotel's bakery were executed. 248 questionnaires were collected and analyzed by using SPSSWIN 12.0. Analyzed factors were reliability analysis, frequency analysis, factor analysis, descriptiveness analysis, t-test, ANOVA and regression analysis.