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

Thesis (MScEng (Industrial Engineering))--University of Stellenbosch, 2006. / This thesis explores the innovation survival issue. As role players in an increasingly global marketplace, businesses acknowledge that regular and constant innovation is the key to remaining competitive. In other words, in order to be successful, businesses are compelled to operate and produce products that will satisfy the changing market requirements and exploit new technology opportunities. The study also investigates the difficulties and risks associated with innovation activities. Secondly, with the goal of addressing the identified problems and risks, a study is made of formal innovation models. The different innovation models are then compared with each other and plotted on a general Innovation Landscape. The populated Innovation Landscape thus serves as a positioning guide to innovators, so that they can select the best-suited innovation model for a specific industry and project. A case study is then undertaken to test the level of applicability and the possible support that formal innovation models can offer to a real industrial problem. The case study focuses on the front-end of innovation and the formal innovation model studied was the W-Model. The W-Model is also critically evaluated, based on the results of the case study, in order to propose improvements so that it can better support future industry innovation applications.