Abstract Organizational Identity and Brand Identity are directly related to corporation future competitiveness and is an important factor to its competitive advantage. In a changing environment, an organization that has loyal, excellent and strong Organizational Identity that gain external recognition when reacting positively to this changes, will be able to maintain the organization¡¦s competitiveness. The recognition and value gained by the individual member for his ability to possess the traits or characteristics to be identified with the organization, brand, team or profession out-weights that of his personal characteristics like gender, age or nationality. Researchers have found that employee attitude towards organizational approval has a relation with the organization traits and behaviors. By setting Organizational and Brand Identity as Independent Variables, Employee Efficiency as Dependent Variables, and Organizational and Brand Affiliation as the Medium, this thesis will investigate their relationship in the casual clothing industry. Data were collected through questionnaires completed by employees engaging in sales and marketing activities of 22 brands in Taiwan. The data are analyzed after breaking them down into their respective factor analysis, correlation and block regression. The outcomes of the tests lead to the following conclusions: 1. The strength and fitness of Organizational Identity and Brand Identity have effect on Organizational Affiliation and Brand Affiliation. 2. The strength of Organizational Identity and Brand Identity has effect on employee efficiency. While holding working emotion constant, the fitness of Organizational Identity and Brand Identity has an effect on employee efficiency. 3. While holding working emotion constant, the strength of Organizational Identity and Brand Identity has effect on in addition to employee efficiency. The fitness also has effect in addition to employee efficiency. Furthermore, the fitness of Organizational Identity is not a medium for working emotion but Brand Identity is a medium for working emotion. 4. Other than the test for the effect on corporate citizen, Organizational Identity has greater effect than Brand Identity on the other tests done on employee efficiency. This research reveals that when the organization communicates with its employees, it has to be more sensitive towards the effects of Brand Identity relating to sales activities on its employee. Having considered the organization and brand characteristics, it can adopt the concept of Affiliation in the areas of recruitment, organization culture and personnel development by allowing its employees to improve characters or values. This will help in improving work efficiency.

Most researches done in recent time on the topics of Branding and Organization focus on investigating Brand Identification and Organization Identification, with lesser work done on the relationship between Brand Identity, Organizational Identity and employee efficiency. While Organization Identity has been a widely studied and recognized topic in the west for the past 20 years, it remains an alien name to researcher on organizational behaviors and practitioners in Taiwan¡]®}Þ³§D¡A¾G§BÀ¥¡A2003¡^. Moreover, Brand Identity is the next new-found research topic where western researchers attitude towards it had mostly stop on preliminary narration which was largely supplemented from the experience of sales and marketing area, with little work done from academic investigation. This thesis will investigate Brand Identity and Organizational Identity impact on employee efficiency. Through my experience in the luxury goods industry, branding display a unique characteristic. Its employee displayed certain level of loyalty towards its brand and hoped to identify his character through its brand. This thesis focuses on the apparel industry, drawing data from a major Italian apparel brand, competing brands identified by that Major Italian apparel company and other brands listed on an apparel website www.ApparelSearch.com. The author approaches these 32 brands and collected data through questionnaires. A total of 417 valid questionnaires were returned and data was analyzed with an aim of drawing an opinion towards these hypothesizes: i) Strong Organizational Identity and Brand Identity will have positive effect on Organizational Identification and Brand Identification. ii) Strong Organizational Identity and Brand Identity will have positive effect on employee efficiency (including organization commitment, organizational citizenship behavior, work emotions, job performance, job satisfaction and turnover rate). iii) Strong Organizational Identification and Brand Identification will have positive effect on employee efficiency. iv) The existence of Organizational Identification and Brand Identification weaken the relationship between Organizational Identity, Brand Identity and Employee efficiency. When the relationships weaken to negligible, the relationship between Organizational Identification, Brand Identification and employee efficiency strengthen.