This aim of this study is to research the factors influencing individual customers’ brand loyalty towards CP-Meiji pasteurized milk in Bangkok, focusing on variables like perceived value, perceived quality, brand uniqueness, brand trust, and customer satisfaction. The study suggests strategic implications to provide insights for companies seeking to solidify brand positioning and gaining competitive advantage. Research design, data and methodology: The researcher employs quantitative research methodology targeting sample size of 385, multiple linear regression analysis, and the correlations between independent and dependent variables. Results: This study found positive and significant correlation between independent and dependent variables.