To 1) study brand image of three Thai television stations, that is, Channel 3, Channel 5, and Channel 7; and 2) examine Thai audiences' perception on those images. The researcher conducted in-depth interviews with the management of television stations and with 15 audiences. Then, 400 Bangkok audiences aged 20-39 years old were surveyed. The results indicated that brand image of Channel 3 station set by the management was similar to what the audiences perceived. That is, Channel 3 was the entertainment and variety station. In terms of personality, Channel 3 looked at itself as an actor who was up-to-date while the audiences perceived Channel 3 as a teenager who was cheerful and modernized. For Channel 5, the comparative findings showed that both the management and audiences agreed on the Channel's image as the station of game shows and variety, plus the military look. But, Channel 5's personality as an activist who was energetic as set by the management was different from what the audiences perceived as an middle-aged man who was quiet and gentle. Finally, the image of Channel 7 as the mass television station was well perceived by the audiences. In addition, the audiences could be able to perceive the personality of Channel 7 as an middle-aged man who was courteous and conservative.
