Investigates the application of brand positioning strategy and brand management of instant canned coffee product and the position the marketer set for each brand, it is also aimed to study consumers' perception of the positions. The study was conducted using two methodologies. First, it examined the brand positioning strategy of each brand through a qualitative method. Data were collected by in-depth interviewing and by gathering from document sources. Second, a survey research was conducted on a sample of 400 people, age 18-45 living in Bangkok area, to investigate their perception of each brand's position. The research results showed that the brand "Birdy" set it's brand position as "Think of canned coffee, think of Birdy" with the strategy exploiting corporate reputation and image. "Nescafe" have two positions for it's two lines of product, "The delicious iced coffee with real coffee taste" for Nescafe Extra product and "The challenged taste of coffee for Teenager" for Nescafe Shake. Nescafe positioned it's two lines of product by extending it's corporate reputation and image and also by using product personality strategy. A-Ha brand wants it target to perceive the position of "A-Ha is flavored" by exploiting product characteristic, consumer benefits, unique selling proposition, in addition to product personality strategy. Also findings are; respondents could perceive Birdy's position as "Think of canned coffee, think of Birdy"; but for Nescafe's "the real coffee taste" came to the second of their perception of Nescafe's position; and also for A-Ha, the respondents perceived it's position as "Ready to drink coffee for teenager" and "Tasty coffee" more than the position of "Flavored coffee". Therefore, it seems reasonable to assume that respondents are able to perceive Birdy's brand position correctly as intended by it's management. Consumers have somewhat distorted perception for Nescafe's and A-Ha's position.
