A growing use of mergers and acquisitions as a growth strategy has led to what is often referred to as “brand accumulation”, describing a situation in which a parent firm finds itself having acquired firms to the extent that the number of brands under management exceeds the capability of the firm. This, coupled with a generational shift in the workforce that has increased the demands on brand equity amongst potential employees, has increased the need for successful firm rebrandings. Today, many rebranding efforts fail, and this paper attempts to highlight the most important factors affecting a rebranding initiative, in order to better understand why some of them fail and why some succeed. The study is based on a framework of success and failure factors, extracted from historical as well as contemporary research into the field of firm rebranding These factors are then evaluated through case studies. The research goes beyond looking at a rebrand as just the replacement of a firm logotype or graphical guidelines, and puts added focus on the larger brand visions that are often implemented as part of a rebranding. The case studies were performed at four firms from different industries who has gone through a rebranding with varying degrees of success. The interviewees had different roles at their respective firms. The entire paper is structured around the frame of reference constructed during the literature review, a summary of which can be found in section 2.3 on pages 27-29. These factors are the underlying basis for answering the research questions. / Ett ökat användande av mergers & acquisitions som tillväxtstrategi har lett till att företag riskerar att börja “samla på sig varumärken”, vilket beskriver en situation där antalet varumärken som bolaget behöver ta om hand överstiger dess kapacitet. Detta, i kombination med ett tydligt generationsskifte på arbetskraftsmarknaden har satt allt ökande krav på ett företags varumärkeskapital bland potentiella anställda. Detta har skapat ett ökat behöv för framgångsrika varumärkesförändringar. Idag misslyckas många varumärkesförändringar, och denna uppsats syftar till att belysa de viktigaste faktorerna under ett sådant arbete, för att bättre förstå varför vissa lyckas och andra misslyckas. Uppsatsen är baserad på ett ramverk av framgångs- och misslyckandefaktorer, som har extraherat ur såväl historisk som samtida forskning inom varumärkesförändringar. Dessa faktorer har sedan utvärderas genom fallstudier. Forskningen har fokuserats inte enbart på varumärkesförändringar i termer av logotypbyten och grafiska riktlinjer, utan värdesätter även varumärkesvisionerna som ofta introduceras jämte ett nytt varumärke. Fallstudierna utfördes på fyra bolag från olika industrier, som alla gått igenom någon form av varumärkesförändring, med olika grad av framgång. Intervjupersonerna har olika roller på sina respektive bolag. Uppsatsen är strukturerad kring den referensram som konstruerats under literaturstudien och finns sammanfattad i sektion 2.3 på sidorna 27-29. Dessa faktorer utgör underlaget för att sedan besvara de vetenskapliga frågorna som presenteras i kapitel 1.

創業已成為今日台灣的潮流顯學。無論規模大小，品牌就像一個當代的時髦名詞，是創業者的流行穿搭，顯現出對於人生態度的品味。品牌經營理論眾聲喧嘩，哪一盞才是照耀夜行中錦衣的明燈？溫馨小品或是夢幻逸品，恰如其分的定位，就能與擁護者對味。 本研究透過大苑子與綠藤生機兩家個案，來探討品牌經營的方式。在巨人們的肩膀上，將品牌經營整理成：「品牌願景、品牌定位、品牌傳播、品牌粉絲」四大方向來建立品牌的內涵，傳遞給消費者。再用策略行銷4C架構分析，以客觀的角度來審視品牌經營之強勢與弱勢之處，並給予行銷建議作為參考。希冀「先以品牌經營方程式建立品牌，再到策略行銷4C分析謀略縝密度」是一把讓未來有志創業者，或是期待打造出偉大抱負的品牌者，可以經營品牌不求人的關鍵之鑰。 經過個案的探討，發現兩家品牌都著墨許多在與顧客信任感的耕耘，如同Peter F. Drucker所說的：「企業的目的與使命只有一個重心、一個出發點，那就是顧客。」品牌經營如何獲得更多的品牌粉絲支持，是經營者與企業內部需同心協力達成的共同目標。 / Nowadays, entrepreneurship is the mainstream in Taiwan. In spite of the size of a company, the brand represents its image. A company’s brand is like the outfit of the entrepreneur, and it represents his/her attitude towards life. There are many theories on brand management, but which is the one that can help brands target the right customers? Through applying the right positioning strategies for different products, brands can attract target customers successfully. This research aims to analyze brand management through the case studies of “Dayungs” and “Greenvines.” Brand management includes brand vision, brand positioning, brand communication, and brand communities. These four items help establish the content and image of a company’s brand, and pass them on to the customers. Based on the 4C marketing framework, this research examines the strengths and the weaknesses of brand management, and provides a marketing proposal for future reference. The process of building branding with brand management, and then analyzing the strategies with the 4C marketing framework, is a key for future entrepreneurs that hope to establish a successful brand. Through the analysis of these case studies, the research found that both brands put emphasis on the customer trust. As Peter F. Drucker said, “The purpose of business is to create and keep a customer.” How to gain the loyalty of more customers is the goal that managers and employees need to achieve with cooperation.