Research Guides: Brand and Product Management
Reference Desk: 415-442-7244
E-mail: askalibrarian
This research guide is designed to help you find information about Brand and Product Management, including brand positioning, brand building, brand equity, customer loyalty, and product strategy. In your research on brands and/or products, you will need to look at different types of information sources:
Industry and market reports: These reports contain industry overviews, market research, competitor information, market share, and consumer survey results.
Company directories and reports: Databases in the category will help you search for SWOT Analysis, company reports, company financials, and product information.
Articles: The library's article databases include newspapers, magazines and academic journals. You can search many different publications to find articles on your topic, and articles are a great place to look for company strategy information, press releases about products or campaigns, or interviews with executives.
Books: Books are useful when looking for information and analysis on company strategy, product launches, best practices, and case studies.Before beginning your research, it is helpful to consult with one of our librarians at the Reference Desk to map out a strategy and choose which type of information source is best for your research. You can call (415) 442-7244, e-mail askalibrarian@ggu.edu, or stop by the Reference Desk at the University Library.
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| BEST BETS | | |
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| Business Source Complete | Business Source Complete is an excellent first step for your brand or product research. You can search for articles, market research reports, industry reports, country reports, company profiles and SWOT analyses. |
| Mintel | Mintel is a database of market research reports and industry news. The reports offer detailed analysis of the industry, main competitors, and consumer in a given market. Search the database using the 'quick search' box in the upper right corner, or browse through the list of reports using the links in the center of the screen. |
| Ebrary | Ebrary is the library's database of electronic books. You can search for case studies or analysis of branding efforts, product launches, consumer loyalty, etc. To view the book in Ebrary, you need to download the Ebrary Reader from the link on the first page of the database. If you have any questions or problems with the download, please call the Reference Desk at (415) 442-7244. |
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| INDUSTRY AND MARKET REPORTS | | |
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| IBISWorld Industry Reports | This database includes over 700 reports categorized by the North American Industry Classification System (NAICS). Each IBISWorld report is updated every four months and provides an overview of the industry, competitor information, market share data, and more. Reports can be viewed online, or downloaded in Microsoft Word or Adobe Acrobat PDF. |
| Mintel | Mintel is a database of market research reports and industry news. The reports offer detailed analysis of the industry, main competitors, and consumer in a given market. Search the database using the 'quick search' box in the upper right corner, or browse through the list of reports using the links in the center of the screen. |
| Standard & Poor's Net Advantage__ | The Standard & Poor's Industry Surveys are great tools to use to find industry analysis, leading companies, industry publications and associations, and current trends. In the database, select your industry using the drop down menu under Industry Surveys on the right side of the screen. These reports also include a section on how to analyze a company in the given industry. |
| Faulkner Technology | Great for technology or telecommunications companies, Faulkner provides comprehensive reports covering computer system software, networking, telecom technologies, trends, vendor profiles, product solutions, and security management practices. [Click on FACCTS]. |
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| COMPANY DIRECTORIES AND REPORTS | | |
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| Business Source Complete | To find information on a specific company, type in the name of the company and use the drop down menu in the search screen to limit your search to CO Company Entity. From the result list, you can click on the links at the top of the list for company profiles, SWOT analysis, and product reviews. |
| CoreReference | Core Reference provides financial data on U.S. publicly traded companies. "CoreReference allows you to sift through the fundamentals of public companies using a variety of financial, pricing, valuation, executive name and compensation criteria. There are standard reports for quick display of detailed as-reported annual and quarterly financial statements, stock price charts and company lists, annual and quarterly business segment financials, officer & director information and summaries of stock ownership, dividends and short interest. CoreReference is updated on a daily basis to provide latest stock price data and pricing calculations data." (Quote from http://www.hemscottdata.com/products.html, retrieved September 26, 2007) |
| Faulkner Technology | Great for technology or telecommunications companies, Faulkner provides comprehensive reports covering computer system software, networking, telecom technologies, trends, vendor profiles, product solutions, and security management practices. [Click on FACCTS]. |
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| ARTICLES AND NEWS | | |
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| Proquest | Provides full text journal, magazine, and newspaper articles including the Wall Street Journal and the New York Times. Offers access to scholarly and general interest literature in business, social sciences, science and technology, and humanities. |
| Business Source Complete | Provides access to the full articles from nearly 8,200 business serials including Harvard Business Review. Recommended titles from these two databases include: Business Week, Journal of Brand Management, BrandWeek, Fast Company, Advertising Age |
To search for other titles in the library's databases, please search the Find Journals by Title list.
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| BOOKS | | |
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| GGU University Library catalog | You can find what books are in the University Library or available online by searching the library catalog at http://library.ggu.edu. Some subjects to use when searching for brand and product management are:Brand Name Products, Business Names, Corporate Image, Trademarks |
| Ebrary | Ebrary is the library's database of electronic books. You can search for case studies or analysis of branding efforts, product launches, consumer loyalty, etc. To view the book in Ebrary, you need to download the Ebrary Reader from the link on the first page of the database. If you have any questions or problems with the download, please call the Reference Desk at (415) 442-7244. |
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| DEMOGRAPHICS AND ONLINE RESOURCES | | |
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| List of Lists | The List of Lists is a database of ranked listings of companies, people and resources freely available on the Internet. It is organized by subject headings based on the two-digit 1997 U.S. NAICS Codes. |
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