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According to ASEAN ministers responsible for information, Thailand is pushing for a digital TV system to support terrestrial TV broadcasting. The digital TV system has to replace analogue systems by 2020. Many companies in the private sector are fiercely competing to get a digital TV license. So, the auction amount will cost up to 50,862 million baht. It is very important for TV channels to build brand identity, to have a unique personality, and to be easily recognized. This article presents the concept of brand identity for digital TV channels which is another way to help entrepreneurs become distinctive from other competitors’ TV channels.