本研究指主要在探討品牌合併的成敗，品牌合併在目前的市場上是非常常見的ㄧ種行銷策略。過去的也有相當多的研究探討過品牌合併的成功及失敗的因素，但是環顧市場上的實例仍然有很多公司在從事品牌合併的策略時，並未達到理想的效果。故本研究回顧了近年來幾個品牌合併的成功及失敗案例試圖從中來找到ㄧ些影響其成敗的因素。
回顧過去相關於品牌研究的文獻，我們找到了ㄧ些會影響品牌合併的因子，也就是兩品牌間產品屬性互補效果，當兩品牌的產品屬性存在於互補的效果時會對於品牌合併的績效會有正向的影響；另ㄧ方面就是兩個品牌的品牌形象的問題，當兩個品牌的形象ㄧ致時對於品牌合併時會有較大的成功機率，相反的，當兩個品牌的品牌形象非常不同時，對於消費者而言會產生形象衝突的影響，進而對品牌合併的績效有所傷害。
從我們在Sony-Ericsson及BenQ-Siemens所觀察到的現象來說，這個個案例都存在了產品屬性互補及形象衝突，但是兩者合併後的結果卻是截然不同。所以本研究欲從這個方面來探討品牌合併的成敗因素，並且本研究引用了「regulatory fit」概念來解釋我們所觀察到的現象。

This article discusses the successful and the failure factors of the co-brand. The strategy of co-band is a common for current marketing. There were many researches studied in this issue but there were still failure and successful case in co-brand. We reviewed the past literatures and found some factors which would influence the performance of the co-brand.
From the past literatures of co-brand, we found some factors which would influence the successful or failure co-brand. First, complement, the attributes between two brands were complement and the past researches found that would provide a positive effect to the efficiency of co-brand. Second, brand image, as the brand images between two brands are in match condition, in which it could avoid confusing the consumers. In contrast, the brand images conflict would cause the co-branding inefficient.
Attributes complement and image conflict existed in both Sony-Ericsson and BenQ-Siemens. But they had different outcome in co-brand. In this article, we introduce the “regulatory fit” to explain the phenomenon we discovered.

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