Branding Exercise

Vorasarun, Chaniga
December 2007
Forbes Asia;12/10/2007, Vol. 3 Issue 21, p40
The article details the expansion strategy adopted by Eva Chen, chief executive of Trend Micro, a Tokyo, Japan-headquartered firm that develops software and services to protect against computer viruses, malware, spam and Web-based threats. Her strategy involved boosting marketing to consumers and relying less heavily on corporate customers. Breaking into the U.S. market, she took aim at Best Buy by campaigning to get United States' largest electronics retailer to give her software a big presence on its shelves.


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