發展品牌商業模式成為目前台灣產業轉型的一項重要方向，但過去對於品牌研究較侷限在消費者導向以及品牌策略的議題，本研究是以品牌經理人為主要的研究對象，透過工業與組織心理學的認知取向的工作分析，解讀經理人在從事品牌操作時其背後的與工作相關的心智模式可能的樣態與組成。本文以深度訪談以及參與觀察的方式，分析十個不同的個案來探討自創品牌、代理品牌以及設計師品牌等多元的個案，以異中求同歸納的方式解讀可能的心智模式之樣態。本文不在於預測或推論所有品牌經營的必要作法，而是以探索的角度解析經理人工作背後的信念組成，其結果顯示在品牌工作與任務上，經理人有其不同的心智模式之組成，可提供品牌研究與經理人實務工作若干啟發。

The manipulation of branding has become an essence in Taiwan’s business transition.Most of previous researches related to brand mainly limited by the strategy development or the consumer-orientated. However, the studies on strategy development in terms of a brand manager’s mind are ignored. The present research applied cognitive task analysis, which was based on industrial and organizational psychology to explore brand managers’ mental
models. The aim of the research was an exploration of brand manager’s work beliefs rather than a prediction of the successful key factors of brand management.The research methods employed depth-interview and participative observation. And there were three types of brand, which ten case interviewees administer: the self-owned brand, brand agent, and designer brand. The data analysis employed a multiple coding protocol. Several categories of mind concepts were integrated and synthesized into a core
set by induction. The result represented one direction: different mental model operations of brand managers. Finally, the implication for academic researches and practical managers was presented.