This study is an ongoing investigation that focuses on the relationship between millennials and their brand loyalty. The overall study will be performed in two phases. The first phase will examine the Millennials’ relationship to brand loyalty. Based on the outcome of the study one, study two will be pursued. If the results of the study one established “positiveâ€, then Millennials’ profiles grounded in the body of literature will be challenged. If the study one outcome determined “contraryâ€, the study will move to phase two to understand the degree of the moderation of each dimension that influences brand resonance based on Kevin Lane Keller’s work (Brand Resonance Pyramid) established. Eventually, brand management strategies will be proposed in line with the study findings to target the millennial audience. This study intends to use local and international college/university students (n=250) age between 18 and 34. An online survey will be administered to collect data using a questionnaire (46 data points). Linear Regression Analysis for study-one and Partial Correlation for study two is designed for analysis and to interpret the statistical significance of the findings.