The application of B/W model to research the leading brand marketing:A case study of Trend Micro Software

• Main Authors: Alan Kuo, 郭怡麟
• Other Authors: Hueimei Liang
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/49330486027739852810

碩士 === 國立中山大學 === 企業管理學系研究所 === 91 === In today''s competitive battleground, the concept of brand equity has proved to be an important source of strategic insights for marketers. This paper is starting with the B/W method developed from the analysis of over 1000 winning brands to establish a blueprint for brand growth. The winning brand achieves an outstanding place by adhering to specific laws that push purchase motive in consumers’ mind. They are called growth codes. Branding is vital for Taiwan’s business, no matter industry, manufacture and service, because it can create a particular value added and hold the main direction of marketing. More firms are conscious of brand marketing. A product or services with well brand equity will make consumers choose prior to rivals, called brand loyalty, reduce the marketing costs, and ultimately build a competitive advantage, such as GE, Benz, Sony. Fortunately, some Taiwan’s companies gradually comprehend the brand equity can been seen an invisible asset that represent company’s image, character, and core value. Just playing the role of manufacturing would generate a little bit margins than brand products do. Acer adjusts its marketing plan carefully then turns into a familiar technical brand around the world, can be a symbol in Taiwan and inspire others. Result in this study indicate that Trend from B/W method view on brand marketing. I confirm that Trend would like to be an international anti-virus service provider, on this competitive situation, being a brand-leadership position will keep their leading when viewing branding marketing is necessary. Most of all, to emphasize their distinct values closely to brand image is first step. To become absolutely a world-level software service company, such as Microsoft, Trend still continuously has space to move on, even if it leads, also decides, the anti-virus industry shape. Certainly, brand will still play the key role among the strong competition where no one does ignore the brand power. In Future, to combine innovation with marketing finely will no doubt be the grand winner. Key words: Brand marketing, Brand image, Software marketing