本研究目的是探討當品牌商標改造時，品牌依附程度對消費者看待品牌態度的影響。研究方法首先透過符號學的分析方式，從過去的文獻和個案整理出近年企業改造品牌的重點符號，其次，透過敘說分析法，檢視深度訪談具有品牌依附的受訪者使用品牌的親身經歷與感受，以了解品牌依附者的消費行為，以及當他們面對改造後品牌的態度。 研究結果發現：(1)消費者因有了親身使用過品牌產品的經驗、與他牌有過比較或藉由口耳相傳所建立的口碑會更容易和品牌間產生初步連結。(2)對於品牌的心態上，依附者皆會對品牌會產生相當程度的信心及忠誠，不會輕易去改換使用別的品牌。(3)企業對於品牌改造只要不過度超出消費者對於品牌在心目中的形象，依附者仍多會接受。

The goal of this research is to deepen our understanding of how attachment drives consumers’ attitudes toward brand reengineering. First, this study used documentary analysis and the theory of semiology to draw upon some semiotics in brand reengineering, in order to understand how businesses change their brands images. Next, we studies the brand attachment experience of consumers in narrative analysis to present the phenomena in regards to using brand, also to analyze the causes of those phenomena, their feeling after losing brand, and their attitudes toward brand reengineering. The results showed that: (1) Customers can create connection with the brand through the using experience, comparing to the other brands, or word of mouth. (2) Consumers who are highly attached to a brand have a great degree of confidence and loyalty and will not change brand easily. (3) If businesses do not stands at a distance from traditional brand image, attached consumers will accept brand reengineering.