This study discussed the relationship of brand loyalty by brand awareness, brand image and perceived value. Took Uni-President, Kuang Chuan and Wei Chuan that are top 3 fresh milk companies in Taiwan for research. 421 guestionaires were collected from warehouse stores’ consumers of Pingtong Township. Feedback rate was 93.5%. Use Reliability, Validity, T-test, One-way ANOVA, Correlation and Path analysis for the study. The results were as follow: 1. Brand image has the most indirect effect to brand loyalty. The second was the perceived value. 2. There was positive correlation among brand awareness, brand image and perceived value. 3. Brand awareness, brand image and perceived value were not totally significance, difference to the population statistic of consumer. 4. Provided suggestions to enterpriser.