本研究是少數專注於探討品牌傘策略的研究，本論文將品牌傘策略定義為「以企業名稱背書產品品牌」的做法，屬於兩層品牌要素間的上下影響效果；而過去文獻則將大量資源集中在品牌延伸策略的討論，品牌延伸策略意指將一個品牌沿用在不同品類的做法，屬於同一品牌要素間產品與產品的平行影響。由於品牌傘與品牌延伸兩種策略在應用及功能上有異曲同工之妙，因此本研究便以品牌延伸豐富的文獻做為探討品牌傘策略的基礎。

主要研究目的在探討品牌傘策略中運用企業背書的實質效益及其可能影響因素，分成前導研究(Pilot Study)與主研究(Main Study)兩部份。前導研究以次級資料方式進行，發現到國內市場之現實狀況仍以單一品牌策略(企業品牌策略或產品品牌策略)之產品為大宗，運用混合式的品牌傘策略之產品僅佔少數比例，但有大幅成長的趨勢。而少數品類(如：洗髮精、調味醬、果汁…等)中，運用品牌傘策略之產品品牌權益有高於單一品牌策略下之產品的現象，基於此，本研究更進一步探討可能影響品牌傘企業背書效果的因素。

主研究採實驗法進行，探討「企業強度」、「企業形象」、「企業旗下品牌數目」、及「企業與產品類別契合度」四個企業或產品特徵，對品牌傘企業背書效果造成的影響，屬於2X2X2X2的實驗設計，以食品飲料業及資訊通訊業各四家真實企業做為研究標的。主研究結果發現到，企業形象愈良好、或企業類別與產品類別具有高契合度時，對於產品品牌的背書效果愈大，有助於提昇產品品牌權益，而當企業與產品品牌已具有高契合度時，企業的良好形象更能成功地轉移成對產品品牌的正面評價。在企業旗下品牌數目方面，當企業旗下已擁有多個產品品牌時，能提高消費者對後續推出的新品牌之信心與喜愛度，能夠影響消費者對產品品牌的知覺態度。在企業強度上，兩個產業的研究發現不一，食品飲料業中弱勢企業的背書效果反而高於強勢企業，資訊通訊業中強勢企業則較能有效提高產品品牌權益，推測食品飲料業會出現與預期相反的結果，在於本研究以天下雜誌一千大排名判定企業強度高低，與消費者知覺的企業強度高低並不一致。

與品牌傘策略相關的學術研究相當缺乏，但實務界的應用日益普及，本研究先行開啟一個新的研究方向，以期更多學者與研究者投入，讓品牌傘策略之內容更形豐富。而品牌傘策略可以說是品牌延伸策略和產品個別品牌策略之折衷方案，不僅持續累積個別品牌之資產，同時也善加利用企業體豐富的品牌權益基礎協助個別品牌的推廣，但行銷人員在運用品牌傘策略前，必須仔細評估本身企業具備的特徵與新產品品牌的特徵，以確認品牌傘策略的適用性，避免不當的企業背書效果反而引發產品品牌的負面聯想。

中文部份
中華徵信所，民國八十九年，2000年台灣地區集團企業研究，頁：635-643，951-957，1311-1324
中華徵信所，民國八十八年，台灣地區大型企業排名TOP 500，頁：160
天下雜誌，民國八十八年五月，一千大製造業棑名，頁：172-192
突破雜誌，民國八十九年三月，五百大廣告主，頁：90-99，102-113
陳振燧和洪順慶，民國八十七年十二月，顧客基礎的品牌權益建立之研究，管理學報：第15卷第四期，頁：623-642
邱纓琇，民國八十八年七月，國際品牌授權稀釋效果之研究，國立政治大學企業管理研究所未出版碩士論文
遠見雜誌，民國八十八年一月，「精銳企業二五Ο排行榜」，頁：161-164
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