本文目的在建立中小企業評選品牌顧問公司的決策模式。首先，透過相關文獻及修正式德菲法彙整專家意見，找出合適的評選準則，再以層級分析法來決定準則之權重、排序替選方案選出最適任品牌顧問公司，並以台灣一家知名運動用品公司為了行銷自有品牌，而尋求輔導的品牌顧問公司為例來應用本模式。研究結果發現，中小企業主重視的準則依序為執行力與可靠度、服務品質、反應度與同理心、整體企劃及可行性，以及經營穩定度等層面。此模式提供了中小企業主客觀且有效的方式來選擇最佳品牌顧問公司，在學術及實務上均有一定程度的價值與貢獻。

This study develops a model to help select brand consulting firms. This model adopts the “Modified Delphi Method” to find out suitable the evaluative criteria of brand consulting firms, then applies the “Analytic Hierarchy Process (AHP)” to determine the relative weights of evaluative criteria, then to rank the alternative and select the best brand consulting firm for Small-medium sized enterprises (SMEs). Additionally, a famous Taiwanese sporting good company is used herein as an example of how a brand consulting firm can be selected using thismodel. This model proposed herein allows SMEs to select brand consulting firms effectively, making it highly applicable for academia and commerce.