面對知識經濟的來臨，產業升級的壓力，以及社會型態的轉變，「品牌」近年成為國內相當重視的議題。品牌之於國家競爭力，歐美國家早先致力於品牌的投入，至今所得的成果自然不需贅述，亞洲國家近年在品牌的投入也開始受到國際的重視，而國內產官學界對品牌議題的投入也逐年增加。品牌之於企業競爭力，近年有越來越多的國內業者不願再屈就於低毛利的代工生產，為提升企業競爭力而轉向發展自有品牌，並逐漸在世界舞台上嶄露頭角，獲得肯定。品牌對於企業經營績效的影響已獲得證實，深入品牌策略選擇議題，卻發現針對新產品延伸品牌策略相關研究相當豐富，但對於影響企業品牌架構因素之相關研究卻甚少，因此本研究由組織特性角度出發，探討組織結構、企業文化、領導人風格、企業成長策略、產品範圍以及市場結構對企業品牌策略選擇的影響。

本研究選取國內750家自有品牌企業，發放企業郵寄問卷，並透過媒介法發放問卷，有請高階主管或業務行銷相關負責人進行填答。總計回收101份問卷，其中無效問卷7份，有效問卷94份。並採用SPSS統計分析軟體作為資料分析工具，首先透過敘述性統計分析以說明樣本結構意涵，接續以區別分析與相關分析進行假說之驗證，接續採變異數分析以瞭解基本資料對於研究變數的影響，最後針對基本變數與品牌策略進行相關分析，並提出後續研究建議。在11項研究假說中，皆未獲得支持，但卻發現威權領導人因素與產品品牌策略之間的關係。

研究發現，企業領導人的威權領導風格程度越高，企業傾向選擇產品品牌策略，此結果與原研究假說不相符。此結果亦顯示領導人威權領導風格與企業品牌策略之間可能有其他外力的影響因素而導致此關係無法於本研究得證，筆者認為經營環境的變遷是導致威權領導者傾向採取產品品牌策略的可能原因，因為過往整體經營環境較單純，尚未受到科技或全球化的衝擊，因此過去威權領導人仍能以主導的企業品牌獲得市場青睞，但隨著經營環境競爭程度增加，致使強調業務表現必需優於同業的威權領導者也為了追求市場表現而採產品品牌策略。

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