本研究所採用的研究方法係參照John.et.al.,(2006）所發展之品牌概念地圖品牌概念地圖（brand concept map），簡稱BCM的方法進行，BCM是一種無特定結構的方法，運用消費者的聯想繪製而成的品牌聯想網路圖，統計分析主要透過聯想出現的頻率及相連結的次數，並依循品牌概念地圖（BCM）建立之基準，產生公眾的品牌概念地圖進行分析及結果描述。並結合以廠商面角度分析不同品牌間的歷史源起，在加以對照比對，最終輔以文獻來解釋企業推出副品牌或新品牌之緣由與意涵
As the financial crisis in recent years, many manufacturers introduced many things cheap price of U.S. products in response to the plight of consumers reduced profits, only that even the boutique operators, also have introduced practical and offers of goods to attract consumers keep spending. Therefore, an extension of the brand downward extension is an interesting research directions. Consumers are aware of the concept of brand occupying in a very important position, and brand image is the consumer brand perception expressing consumer''s brand associations. In order to detect consumer’s perception using brand measurement techniques will be available to acquire reasonable brand concept map. This study focuses on the issues of companies launch new products which is using sub brand or new brand, consumers will generate what kind of brand association.
The research method refer to the article of John.et.al., (2006) who developed the brand concept map which is abbriviated BCM. BCM is an unstructured method which is using consumer’s association map to draw brand association network diagram.Statistical analysis is mainly through association with frequencies and the number of interconnection links and follows the brand concept map (BCM) to establish the baseline. Also combine from the history of enterprise’s point of view between different brands of origin, in comparison to control and eventually that is supported by literature to explain the causes and implications that is company introducing a sub brand or new brand.
This study documented that different brand concept map, clearly outlining the consumer for the parent brand, sub brand or new brand ideas. Moreover, consumers can associate their brand quite logical consistency and organizational capabilities.
Their associations conveying these thoughts can be integrated to become the brand image. For enterprise’s strategy perspective, the consumer can take the opportunity to learn the identity of a new brand , and more depth to explore the idea of customer’s thoughts that are enabled enterprises to develop the structure of brand and brand portfolio in the future. With brand breadth and depth , and supported by the different research methods will help marketers in formulating the brand strategy that will be accurately predict consumer behavior, and it allow enterprises to implement the strategy of new brand or sub brand smoothly .