管理品牌最大的挑戰乃在於因應行銷環境的改變，及時改變行銷策略與方向來調整適宜的行銷活動。然而企業想要建立足夠的品牌權益，必須要投入很多的資源與努力，所以當品牌經營面臨到問題時，企業常常只會針對市場區隔、目標市場、市場定位，或者是行銷要素（產品、價格、通路、促銷）加以調整。企業很少想到要改變品牌識別要素當中的品牌名稱，因為這代表著要將原來的產品重新品牌化（branding）。
　　品牌再造（rebranding）所探討的是企業對於品牌的名稱進行變更時，要如何做全盤的規劃與執行。本研究則是透過個案研究（case study）的方式來了解企業在進行產品品牌再造時所考量的動機、品牌識別要素的變更策略、組織溝通與行銷溝通、品牌績效衡量的評估方式。
　　研究結果顯示，企業進行品牌再造的動機主要是因為國際化的考量、代理權轉換、公司合併、全球資源整合、改變品牌的形象等，這些是經營策略面的考量，並非是品牌經營出現了問題。產品的品牌再造類型與公司名稱的品牌再造有所差異；企業在推動品牌名稱轉換的策略方式、強調品牌名稱變更訊息的程度也彼此不同。
　　企業在進行產品的品牌再造時，組織溝通方面主要是以會議做為達成共識的方式。在不同行銷溝通工具上的行銷資源分配與評估的效益有關，與廣告代理商的合作關係並不會因為品牌再造而產生改變。在品牌再造的績效評估上，企業對於量化評估指標的重視程度超過質化評估指標，最先考量實質的銷售業績與市場佔有率，其次才是品牌知識的架構（品牌知名度與品牌形象）。

　The greatest challenge in managing brands is altering the marketing strategies and directions to adjust the proper activites in time to face the changes in the marketing environment. Companies always want to set up strong brand equity by inputting a lot of resources. Upon facing the brand managed problem, companies often adjust the market segment, the target market, the market position or the marketing elements (product, price, place, promotion). Companies rarely consider changing the brand names of the brand identities. Because this means that the companies would need to rebrand the original products again in the market.
　Rebranding means that when companies changing the name of the brand, how do they make the comprehensive planning and execution. This research uses the case study method to explore the changing tactics of brand identities, the organizational and marketing communication, the assessment way of brand performance, and what are the motives of companies to rebrand their products.
　The results of this study show the motives of companies rebranding their products are mainly because of internationalization considering, business agencies changing, merging and acquiring, integrating of the global resources , and changing the brand image, etc. These considerations are due to management strategies, not to brand management problems.The types of rebranding the products and companies are different. Companies adopt different promotion strategies to change the brand names. The degree of emphasis they put on their brand names changing are also different from one another.
　When companies decide to rebrand their products, they usually achieve consistency by meeting in the organizational communication. The marketing resource allocation is related to the effects in different marketing communication tools. The cooperation between enterprises and advertising agents will not be changed by rebranding. Enterprises emphasize the quantity index more than quality index in the brand performance of rebranding. The top priority are on the sales volumes and the market share. The structure of the brand knowledge (brand awareness and brand image) is the second priority.

一、網站部份：
1、JF投資理財網：http://www.jfrich.com.tw
2、Konica Minolta台灣網站：http://www.konica.com.tw/product_01.htm
3、Konica Minolta遊戲贈獎網站：http://campaign.ileo.com.tw/konicaminolta/
4、Lay's樂事網站：http://www.Lay’s.com.tw
5、雙漢科技網站：http://www.twinhan.com/chinese/default_c.asp
6、日本河合製藥株式會社網站：http://www.kawai-kanyu.co.jp
7、統一藥品網站：http://www.ppc-life.com.tw
8、中華民國對外貿易發展協會：http://www.bnext.com.tw/brands/index.html
9、高雄應用科技大學：http://www2.kuas.edu.tw/prof/shihtao/qms/t5/t5-others.html

二、中文部份：
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3.Joseph A. Maxwell著，高薰芳、林盈助、王向葵譯（民90），質性研究設計，台北：心理。
4.Kevin Lane Keller著，吳克振譯（民90），品牌管理，台北：華泰。
5.Philp Kotler著，方世榮譯（民92），行銷管理學，台北：東華書局。
6.Ai Ries and Jack Trout，張佩傑譯（民90），攻心：定位策略，台北：遠流。
7.Scott M. Davis, Michael Dunn著，陳琇里譯（民93），品牌行銷，台北：中衛發展中心。
8.Stephen P. Robbins著，李青芬、李雅婷、趙慕芬譯（民91），組織行為學，台北：華泰文化事業股份有限公司。
9.統一藥品（2005），藥妝行銷部未出版資料。
10.台灣百事（2005），行銷部未出版資料。
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12.雙漢科技股份有限公司92年年報。
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19.彭建彰、呂旺坤著（民94），品牌行銷與管理，台北：華泰文化事業股份有限公司。
20.陳振燧、洪順慶（1998），顧客基礎的品牌權益建立之研究，管理學報第十五卷第四期。
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22.別蓮蒂（2003），企業品牌傘策略之企業名稱背書效果，管理學報第二十卷第六期。
23.邱志聖、謝佳宏、葉相億（2003），國際購併組合及品牌名稱對消費者態度之影響 － 以銀行業為例，管理學報第二十卷第六期。
24.洪清德（2004），使命感、客戶網路和供應商網路： 影響我國電子資訊產業代工和自創品牌策略抉擇因素的探討，管理學報第二十一卷第四期。
25.陳振燧（2000），產品概念策略、品牌命名策略和來源國效果影響品牌權益建立之研究，管理評論第十九卷第二期。
26.別蓮蒂（2003），產品契合度與品牌特質聯想對品牌延伸效果的影響，管理評論第二十二卷第二期。
27.李韋達、方文昌（2004），從品牌知名度探討知覺品質與購買意願－以價格與來源國形象為調節變數，管理評論第二十三卷第四期。

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