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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

Ch1. Introduction 1
1.1 The background and motivation of this research 1
1.2 The growing of service brand 2
1.3 The goals and questions of this research 2
1.4 The contribution of this research 3

CH2 Review of related literature 4
2.1 Brand marketing 4
2.1.1 Growing of brand marketing 6
2.1.2 Process of brand marketing 7
2.1.3 Ultimate goal of brand marketing: brand equity 8
2.2 Brand communication 9
2.3 The b/w method 12
2.3.1 Description of the vital content 12
2.3.2 Summary 16
2.4 The application of B/W model to brand marketing 16

CH3 Research Methodology 18
3.1 Research Methodology 18
3.1.1The overview of research methodology 18
3.1.2 Persons to interview 19
3.1.3 Questionnaires 20
3.1.4 The scope of this research 21

3.2 The analytic framework of this case study 21

Ch4. The descriptions of the research case 23
4.1 A brief introduction of Trend Micro 23
4.2 The current business condition 24
4.3 The strengths of Trend Micro 25
4.4 The essential planning of branding 26
4.4.1 Trend is turning into a innovative shape 26
4.4.2 Marketing execution will still be emphasized to present a image of “the best partner that business can be worth trusting ” 28
4.4.3 Trend provides services with customers including business and individual.31

CH5 Analysis and suggestion of this research 34
5.1 Link the brand to a compelling functional benefit is necessary for Trend 34
5.2 Trend should strive to maintain a leading brand for a software industry player 38
5.3 Trend can effectively make use of brand equity as a source of competitive advantage within the channels and opponents 41
5.4 The CEO also a fascinating hero but almost catches all spotlight 43
5.5 Trend has to make more efforts to be a world-level service provider in a great detail 43
5.6 Developing a culture and environment where is benefit to brand and innovate 45

5.7 Put somewhat cultural factors into brand image to adapt to different country but keeping a fine balance prevent from disturbing initial advantage 48

CH6 Conclusions and Suggestions 49
6.1 Summary 49
6.2 Research limitations and suggestions for future research 51

Reference 52
Appendix 58

Figures Content

Figure2.1 The process of brand marketing ………………………………………….7
Figure2.2 The process of building a brand image……………………………………9
Table 2.1 How does a brand mediate communication with consumers …………….11

Table 3.1 Persons interviewed ………………………………………………………19
Figure 3.1 The analytic framework ………………………………………………….21
Figure 3.2 The research Procedures………………………………………………….22

Figure 4.1 The Customer Relationship Model ………………………………………30
Table 4.1 Consumers vs. business-to-business marketing communication in Trend ...33

Figure 5.1 A Brand is more than a product…………………………………………...36
Figure 5.1 A Brand is more than a product …………………………………………..37
Figure5.2 The effects of marketing interventions on consumers……………………. 40
Figure5.3 Trend keep cultivating the Brand Equity ………………………………….42
Figure5.4 Brand Identity for Trend …………………………………………………..47

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