越來越多台灣企業思考自創品牌，成為品牌企業，以爭取更高績效。台灣企業發展 歷程有異於歐美，在原有委託代工的經營模式基礎上自創品牌，更涉及公司策略與核心 能力的重大轉變，因此必須以公司策略的角度檢視公司的品牌化。本研究基於「品牌導 向」的觀點，對成功品牌企業進行個案研究，以理解這些公司如何在內部落實品牌導向， 提出能容納台灣特殊經驗的品牌導向構念，並發展命題及量表，作為進一步驗證品牌導 向與品牌績效關係之基礎。 For better performance, more and more Taiwanese companies are building their own brands and are becoming branded business. Taiwanese companies are different from American and European companies in building brands. While most Taiwanese companies are transforming from OEM-based to brand-based business, American and European companies build their brand from day one. Since this is a reorientation and creation of a new corporate core competence, a corporation-level perspective is required to examine corporate brand-building. The proposed study draws on practitioner-based case study to probe into successful branded corporation to develop the construct of Brand Orientation. We will employee the grounded methodology to examine the experience, strategy, organizational learning, and branding of a handful of excellent Taiwanese companies. We intend to develop a theoretical framework which includes antecedents, moderating factors, and consequences of Brand Orientation. We will also develop propositions and construct measurement in this two-year study.