本研究以「延伸品牌標誌色彩」為主題，探究延伸品牌認同與大腦反應。研究目的為：(1)釐清延伸品牌識別色彩計畫的意義與方法；(2)調查品牌標誌與延伸產品的現況，以了解目前市場上品牌識別色彩的設計趨勢；(3)運用EEG腦波實驗探究消費者對於不同品牌識別色彩計畫的行為與大腦反應。
經由文獻探討，品牌標誌為品牌識別中的要角，品牌標誌的色彩計畫所營造的視覺感受，較其他視覺元素強烈，色彩要素中又以色相最能傳達色彩意象，使觀者容易辨識。透過HSV色彩系統，得以精準操作色相的數值，將品牌標誌的色相色彩計畫量化定義為：類似色彩計畫(兩色相夾角60ﾟ)與對比色彩計畫(兩色相夾角150ﾟ)。品牌延伸是運用現有品牌名稱，推出新產品的策略。品牌銷售的產品內容，可依照具體與無形屬性分為貨品型與服務型。在執行延伸品牌標誌色彩計畫時，必須運用母品牌與延伸產品的相似色彩屬性進行延伸，並創造延伸品牌色彩的認同。
延伸品牌標誌色彩的現況調查結果發現，App Store應用軟體成為全球知名品牌新興的延伸市場，且品牌多選擇使用現有標誌作為延伸產品的設計元素；另外，臺灣地區高熟悉度品牌的「色彩計畫」以單、雙色彩計畫占多數(81.3%)，是兩色色彩計畫可操作的對象，而且這些品牌主要銷售的「產品內容」為貨品型(79.3%)。
研究結果發現，延伸品牌標誌為「對比色彩計畫」時，延伸品牌的認同程度越高；延伸品牌標誌為「類似色彩計畫」時，在右前額葉皮層(BA10)與楔前葉(BA7)誘發較大的ERSP能量反應；「貨品型」延伸品牌標誌，延伸品牌的喜好程度越高，誘發的N170振幅越大，且在右前額葉皮層(BA10)與楔前葉(BA7)誘發較大的ERSP能量反應；「服務型」延伸品牌標誌，誘發的P200、N400、SNW振幅越大；另外，在左頂下小葉(BA40)，「類似貨品型」ERSP能量大於「類似服務型」。這些現象與熟悉度、新舊效應、認知衝突、匹配任務以及記憶檢索有關。

Extended brand logo color is the main theme of this study. We investigated whether extended brands influence consumers’ brand identity and brain responses. The first purpose is that clarifying the meanings and methods of extended brand color schemes. Second one is that understanding the design trends of brand colors and extended products contents. Last one is that operating electroencephalographic (EEG) experiment to explore significant differences between different extended brand color in behavior and brain responses.
After literature reviewing, we found that brand logo plays an important role in brand identity system, and the color scheme of logos can express stronger visual effects than other visual elements, especially the hues. Color schemes, the first independent variable, can be divided into two categories by using HSV color system, accurately manipulating the angle of two hues on the HSV color wheel: (1) analogous color scheme (angle 60ﾟ) and (2) contrasting color scheme (angle 150ﾟ). Brand extension is the strategy using existing brand name to develop new products. According the specific and intangible attributes, products content, the second independent variable, can be divided into goods and services. As extending brand logo color schemes, designers must use similar color attributes between parent-brands and sub-brand to continue the brand identities.
The results of extending brand logo color survey indicate that App Store has become the world emerging extended market and most extended brand identities are logos (66.2%). In addition, in Taiwan, high-familiarity brand logos are single-color or two-color schemes (81.3%) which can be distinguished figure and ground areas. Furthermore, the product contents which these brands mainly sell are goods (79.3%).
The behavioral results indicate that the most identifiable extended brand color is "original brand color scheme (control group)", and that "analogous color scheme" had the lowest degree of brand identification. In addition, that the parent brand logos which are contrasting color scheme extend to contrasting color scheme (contrasting to contrasting, CC) is most be identified. The brand identification degree of "control group" is higher than "goods or service (experimental group)", and the preference degree of "goods" is greater than "service". Event-related potential (ERP) analysis found that different "product contents" have significant difference on N170, P200, N400, and SNW. This phenomenon is related to familiarity and old-new effect. Event-related spectral perturbation (ERSP) analysis indicated that different color schemes and product contents elicited significantly different power in the anterior prefrontal cortex (BA10), anterior cingulate cortex (BA32), precuneus (BA7), and inferior parietal lobule (BA40). These results demonstrate the role of familiarity, cognitive conflict processing, match task and memory retrieval in brand extension perception.

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