隨著科技迅速發展與永續議題日益受到重視，愈來愈多企業選擇透過品牌重塑以維持其市場競爭力。然而，品牌重塑對企業績效的具體影響，及企業在重塑過程中納入環境、社會與公司治理（ESG）因素所帶來的效果，仍有待進一步實證驗證與理論探討。
本研究聚焦於品牌重塑事件，分析其對公司績效的影響，並進一步探討ESG表現作為調節變數的角色。研究採用事件研究法，以公司累積異常報酬率（CAR）作為績效衡量指標，並控制公司規模、資產報酬率、營業費用、財務槓桿比率與過去營收增長等因素。
實證結果顯示，品牌重塑對公司績效具有顯著影響；然而，ESG表現在調節品牌重塑與績效之間關係的效果並不穩定。此結果凸顯品牌重塑在企業策略中的重要性，並為未來探討ESG因素與品牌策略整合提供了新的研究方向。

With rapid technological advancements and the growing emphasis on sustainability, many companies leverage rebranding to maintain competitiveness. However, how rebranding affects firm performance and the role of Environmental, Social, and Governance (ESG) considerations in this process remain underexplored. This study focuses on corporate rebranding to investigate its impact on firm performance and examines ESG as a moderating factor.
Using an event study methodology, this research measures firm performance through cumulative abnormal returns (CAR) and includes control variables such as firm size, return on assets (ROA), operating expenses, leverage, and past revenue growth. The findings show that rebranding has a significant effect on firm performance, but the moderating effect of high ESG scores appears to be inconsistent. This study reinforces the strategic importance of rebranding and provides new directions for future research on ESG-related rebranding efforts.

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