A Study of correlation of Brand Loyalty, Brand Identity and Brand Image of Audience: Case Study for the MTV Channel in Tai

[[abstract]]This study, from the point of branding, is mainly discussing the relationship between both audience’s behavior and me media proprietor on strategic operation. Based on Brand Royalty and Brand Image, something can be respectively discussed from the proprietor and the audience. As far as the audience is concerned, the Brand Loyalty on type channel plays a dominant role. It can be an independent variable whereas Brand Image can be anther dependent variable. Through specific channel one may be observed the relationship between the audience’s on loyalty and concept of Brand Image. The MTV channel is taken as a case study using intensive interviews, in-depth interview and questionnaire to be its research method. According to the study, when it comes to specific channel, Brand identity attribute to the proprietor follows the branding strategy from the lead-office only on the “Symbol” item, other strategies such as programming, marketing also brand personality etc. are operated with highly autonomy. From the questionnaire of dimensions related analysis on Brand Loyalty and Brand Image are represented as highly related. Channel program, channel symbol, company image , brand personality of channel and audience’s self –image comes in second.