Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more diverse brand portfolio created problems in its’ internal communication and the focus was lost on brands less prioritized. Instead of focusing on the SIA Glass brand, the company wanted to connect SIA Glass to its’ corporate heritage and the Bertegruppen group, and offer products in new segments with less connection to the SIA Glass brand. Conclusions from the study imply that it is difficult for a company with limited resources to have an extended brand portfolio. In addition, as brand value is co-created with consumers and customers it demand more emphasis in practice, as well as in branding research.

abstract: Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations for testing behavioral theories, however, I test the performance bond theory of umbrella branding using a laboratory experiment in the fourth chapter. In this chapter, I find that households tend to transfer their perception of private label performance across categories, or that a manifestation of umbrella branding behavior can indeed explain private labels' success. In the fifth chapter, I extend this theory to compare umbrella branding in international markets, and find that performance transference takes its roots in consumers' cultural backgrounds. Taken together, my results suggest that umbrella branding is an important behavioral mechanism, and one that can be further exploited by retailers across any consumer good category with strong credence attributes. / Dissertation/Thesis / Doctoral Dissertation Agribusiness 2014

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。

Die vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die Existenz von zwei unterschiedlichen Spezifikationen hin. Das utility maximization nested logit (UMNL) und das non-normalized nested logit (NNNL) Modell besitzen unterschiedliche Eigenschaften, die die Schätzergebnisse beeinflussen. Mit einer Simulationsstudie werden die Konsequenzen der Verwendung verschiedener Softwarepakete demonstriert. Außerdem wird gezeigt, dass nur die UMNL Spezifikation bei Auferlegung einer Parameterrestriktion mit der Zufallsnutzentheorie konform ist. Der zweite Aufsatz untersucht anhand von realen Haushaltspaneldaten den Erfolg einer Familienmarkenstrategie. Die Signaling Theorie liefert einen Rahmen für die dem Markenwahlverhalten zugrunde liegenden psychologischen Prozesse zur Entstehung und Erklärung von produktkategorieübergreifender Markentreue. In einer empirischen Studie wird untersucht, inwieweit in einer Kategorie markentreue Kunden dieser Marke auch in anderen Produktkategorien treu sind. Es wird ein Markentreue-Hebel-Index entwickelt. Im dritten Aufsatz stehen die psychologischen Determinanten von kategorieübergreifenden Zusammenhängen im Markenwahlverhalten im Mittelpunkt. In einer empirischen Studie wird die Risikoaversion als entscheidender Bestimmungsfaktor von kategorieübergreifender Markentreue untersucht. Die konsumentenspezifische Risikoaversion wird dabei über Innovativeness und Status Quo Bias erfasst. Im vierten Aufsatz wird das Hybride Wahlmodell einem breiten Marketingpublikum vorgestellt. Klassische Wahlmodelle gehen davon aus, dass das beobachtbare Verhalten das Resultat eines nicht spezifizierten Evaluationsprozesses des Individuums ist. Der kausalanalytische Ansatz hingegen erlaubt die Spezifikation nicht direkt messbarer Faktoren als latente Variablen und kann somit Wahlmodelle sinnvoll ergänzen. / This thesis is composed of four essays that pick up topics in brand choice and brand loyalty modeling. The first essay gives an introduction to the nested logit model and points attention to the existence of two different specifications. The utility maximization nested logit (UMNL) model and the non-normalized nested logit (NNNL) model have different properties which impact the estimation results. In a simulation study, the consequences of the usage of different software packages for model estimation on the estimation results is demonstrated. It is also shown that only the UMNL specification with an imposed parameter restriction is consistent with the underlying random utility theory. The second essay investigates the success of an umbrella branding strategy using household panel data. Signaling theory provides a framework for the underlying psychological processes in consumers'' brand choice behavior and can contribute in the formation and explanation of loyalty to the brand in multiple categories. An empirical study determines whether there is a tendency for loyal consumers from one product category to be loyal to the same brand in other product categories as well. Therefore, a cross-category brand loyalty leverage index is developed. In the third essay, consumer-specific psychological determinants of cross-category relations between brand loyal choice decisions are discussed. In an empirical study, the concept of risk aversion is considered as the key determinant of cross-category brand loyalty. Consumers'' risk aversion is derived from their innovativeness and status quo bias. In the fourth essay, the hybrid choice model is introduced to the broad marketing audience. Traditional choice models assume that observable behavior results from an unspecified evaluation process of the observed individual. The causal-analytic approach offers the possibility to specify not directly measurable factors as latent variables, and can thus reasonably supplement choice models.

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本研究採消費者認知的角度，在「母品牌與延伸產品契合度」及「消費者產品知識」的調節作用下，比較「品牌延伸」、「品牌傘」及「新創品牌」等三種品牌策略，對新產品在「消費者信任度」與「市場接受度」的效果，同時探討品牌延伸策略及品牌傘策略對母品牌知覺品質的反饋效果。 本研究經由前測，選擇Nokia及Nike作為母品牌，根據契合度的高、中、低，Nokia的延伸產品依序為PDA、隨身聽、臉部保養品；Nike的延伸產品依序為牛仔褲、防曬乳液、牙膏。並以模擬的18張彩色平面廣告施測於1035位大學生，進行3 (品牌策略：品牌延伸、品牌傘、新創品牌) x 3 (契合度：高、中、低) x 2 (產品知識：高、低) 的實驗。 研究結果顯示：一、對品牌策略主效果而言，品牌傘策略在消費者信任度上優於新創品牌策略，品牌傘策略在市場接受度上優於品牌延伸策略。二、在契合度的調節作用下，若延伸到高契合的產品，採用品牌延伸策略的效果最佳；若延伸到中契合度的產品，則採品牌傘策略的效果最佳；若延伸到低契合度的產品，採新創品牌策略的效果最佳。三、在產品知識的調節作用下，當消費者為高產品知識者，採用品牌傘策略的效果優於品牌延伸策略及新創品牌策略；消費者為低產品知識者，採品牌延伸策略的消費者信任度優於新創品牌策略。四、在母品牌反饋效果方面，若母品牌的延伸產品契合度較低，採品牌延伸策略比品牌傘策略對母品牌知覺品質傷害較大；若延伸到中契合度的產品，採品牌延伸策略會降低母品牌知覺品質，但採品牌傘策略不會降低母品牌知覺品質；若延伸到高契合度的產品，則品牌延伸與品牌傘策略的母品牌知覺品質與原知覺品質無顯著差異。 整體而言，企業推出新產品時，採用品牌傘策略的效果較佳，是一個兼具品牌延伸及新創品牌兩策略優點的品牌策略，但在契合度與產品知識的調節作用之下，品牌傘策略的適用範圍有所限制，在延伸產品與母品牌為高契合度、低契合度時，以及當消費者為低產品知識者時，品牌傘策略並非最佳策略。行銷人員可視不同情境採用不同的品牌策略。 / The purpose of this study is to compare the effects of three kinds of branding strategies: brand extension strategy, umbrella branding strategy, and new brand strategy. Basing on the moderate effect of fitness and consumer’s product knowledge, the influence of these three strategies on the consumer reliability and the consumer acceptability will be evaluated. The feedback of the original brand’s perceived qualities brought by brand extension strategy and umbrella branding strategy are also taken into consideration. Nokia and Nike were selected as original brands. When dividing fitness into high, medium, and low level, PDAs, walkmans, and skincare products were selected as Nokia’s extended products by this order. Jeans, sun blocks, and toothpastes were also chosen as Nike’s extended products. A 3 (branding strategies: brand extension strategy, umbrella branding strategy, new brand strategy) x 3 (fitness: high, medium, low) x 2 (product knowledge: high, low) experimental design collected data from 1035 college students through 18 color printed advertisements. The main effect of brand strategy suggested that the umbrella branding strategy is prior to the new brand strategy in consumer reliability, and it is also prior to the brand extension strategy in consumer acceptability. Under the moderate effect of fitness, it is suggested to apply brand extension strategy while extending brands to the products with high fitness, to adopt the umbrella branding strategy as extending brands to those having medium fitness, and to utilize new brand strategy when the fitness is at low level. When moderate effect of product knowledge is discussed, it is suggested to apply umbrella branding strategy instead of brand extension strategy or new brand strategy whenever consumers’ product knowledge is at high level. Furthermore, if consumers’ product knowledge is low, utilizing brand extension strategy, instead of new brand strategy, will lead to high consumer reliability. As for the feedbacks to perceived quality of the original brands, when extending brands to the products with low fitness, adopting the extending brand strategy tends to damage more to the original brands than adopting the umbrella branding strategy. If extending brands to the products with medium fitness, utilizing the extending brand strategy would decrease the perceived quality of original brands, but applying the umbrella branding strategy would not affect it. When extending brand to the products with high fitness, both the brand extension strategy and the umbrella branding strategy do not have a significant difference. To sum up, adopting the umbrella branding strategy will lead to better results because of its integrating advantages both in the brand extension strategy and the new brand strategy. Under the moderate effect of fitness and product knowledge, the range of implementation for the umbrella branding strategy will be limited. It is not the best branding strategy when extended products are at high or low fitness, and when consumers have poor product knowledge. Consequently, marketers have to apply different brand strategies depending on different scenarios.

本研究從消費者的觀點出發，比較功能型或象徵型的母品牌，進行產品線向下延伸時，以母品牌直接推出或品牌傘兩種策略下，不同奢華態度消費者的購買意願是否有所差異。 本研究經由前測，選擇兩種產品類別進入正式實驗，並為兩產品類別進行品牌傘策略的產品線延伸，各創造一個副品牌，以及向下延伸的價格。數位相機類別中，以SONY為象徵型品牌，以Nikon為功能型品牌，並以Quanta為副品牌名稱，依7999元推出新款數位相機；手錶類別中，以Swatch為象徵型品牌，以Casio為功能型品牌，並以Axis為副品牌名稱，依899元推出新款手錶。本研究總共模擬8張彩色平面廣告，施測於320位政大學生，進行2 (產品線向下延伸策略：以母品推出、品牌傘策略) x 2 (品牌觀念：功能型、象徵型) x 2 (消費者奢華態度：高、低奢華態度群) 的實驗。 研究結果顯示：一、就品牌策略主效果而言，消費者對於以母品牌直接推出低價新產品的購買意願，高於品牌傘策略。二、在品牌觀念的調節作用下，象徵型品牌推出低價新產品時，以母品牌直接推出低價新產品的消費者購買意願，優於品牌傘策略的程度，大於功能型品牌。三、在高價品牌推出低價新產品時，高奢華態度的消費者，在以母品牌直接推出時的購買意願，優於品牌傘策略的幅度，大於低奢華態度的消費者。 當該品牌為功能品牌時，消費者在兩品牌策略下的購買意願間差距較小，此時企業可較為彈性運用此兩種策略推出低價新產品；而當品牌為象徵型品牌時，消費者對以母品牌推出的低價新產品之購買意願，較品牌傘策略下高出許多，因此企業以母品牌推出低價新產品，應能吸引較多的消費者。 該品牌的目標客群主要為低奢華態度群時，目標客群對兩品牌策略的購買意願間差距較小，企業可彈性使用兩種策略；當目標客群主要為高奢華態度群，兩品牌策略下的購買意願差距大，以母品牌推出低價新產品，能吸引較多的消費者。 / The purpose of this study is to compare the effects of two kinds of product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy. Based on the moderate effect of brand concept and consumer attitude toward luxury, the influence of these two strategies on the consumer purchase intention will be evaluated. Cameras and watches were selected as products for this study. When dividing brand concept into symbolic and functional concept, Sony and Nikon were selected as the camera brands by this order; Swatch and Casio were also chosen as the watch brands. A 2 (product downward line stretch’s branding strategies: original branding strategy and umbrella branding strategy) x 2 (brand concept: functional brand and symbolic brand) x 2 (consumer’s attitude toward luxury: positive and negative) experimental design collected data from 320 Cheng-chi university students through 8 color printed advertisements. The main effect of brand strategy suggested that the original branding strategy is prior to the umbrella branding strategy on consumer purchase intention. Under the moderate effect of brand concept, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention is wider for the symbolic brand than for the functional brand. Under the moderate effect of consumer’s attitude toward luxury, it is suggested that the gap between the original branding strategy prior to the umbrella branding strategy on the consumer purchase intention of consumers with positive attitude toward luxury is wider than consumers with negative attitude toward luxury. To sum up, firms must differentiate brand strategies between brand concepts of brand and attitudes toward luxury of consumers, when deciding which branding strategy to extend to low priced products.

本研究以原產品與延伸產品之「認知產品類別相似度」為中介變數，探討「品牌延伸」及「品牌傘」兩種新產品品牌策略對於消費者評價反向延伸之影響。反向延伸意指「當原屬於品類A（以下稱原品類）的廠商1（以下稱原廠商）品牌延伸至另一個品類B（以下稱延伸品類）後，原屬於品類B的廠商2（以下稱反向延伸廠商）亦反向延伸至品類A。」研究中並探討「消費者產品知識」與「原廠商品牌寬度」兩者對於新產品品牌策略的調節效果，進而影響消費者認知品類相似度及反向延伸評價。 本研究採2（新產品成功之品牌策略：品牌延伸策略、品牌傘策略）x2（原廠商品牌寬度：窄品牌Nokia、寬品牌LG）x2（消費者產品知識：產品知識高、產品知識低）之實驗設計，並設計無提供先前延伸成功經驗之控制組。根據前測結果，選定手機為原品牌之原產品、數為相機為延伸產品。推出新產品之原手機廠商之窄品牌為Nokia、寬品牌為LG，而數位相機廠商進行反向延伸的品牌則為Canon。 研究結果發現，原產品與延伸產品類別之認知品類相似度為新產品品牌策略與反向延伸評價之中介變數，且當原廠商跨產品類別推出新產品成功，相較於品牌傘策略，品牌延伸策略將使消費者對於認知產品品類相似度提升效果較大、反向延伸之評價也較好。調節效果方面，當消費者產品知識低時，消費者之認知產品類別相似度被提昇的程度較高，且有較佳之反向延伸評價，然其於不同品牌策略間所產生的差異較小；原廠商認知品牌寬度方面，當品牌寬度窄時，消費者之認知產品類別相似度被提昇的程度亦較高，且亦有較佳的反向延伸評價，然品牌寬度較窄的廠商於不同品牌策略間所造成的認知產品類別相似度及反向延伸評價之提升效果差異皆較大。