Brand Management - Brand Audit Assignment

Brand Audit: Resources

Key Industry Databases

• ProQuest One Business

Type industry name or keywords in the search box in the top field, then select "Industry Report" under "Document type", and click "Search". Alternatively, click "Industry Reports" under "Featured Reports" on the left panel, then enter industry name or keywords in the top field before clicking Search.

• IBISWorld

Industry reports that include an industry outlook, an overview of the competitive landscape and key statistics. Search by keyword and limit to geography: Canada, U.S. or China.

• Marketline

Company information contained in this database typically includes a list of brand names associated with the company. Enter company name in the search box, select "company profile" from the dropdown list under All Research. Within the company profile, click on the "Products and Services" link to see a list of major brands associated with a chosen company.

• Passport

Contains market research data, i.e. information on consumer lifestyles and market size.

• S&P NetAdvantage

Comprised of detailed surveys for over 50 U.S. industries. Coverage includes industry trends and a guide to analyzing companies in each industry. To access, click on the Markets tab at the top of the screen and select your industry under "Industries", or click on "Industry Surveys" under "Market Research".

• CIRC’s Associations Canada

Canada's Information Resource Centre (CIRC) provides a listing of Canadian Associations. Associations can provide detailed information on their respective industry. N.B. Be sure to uncheck all databases, with the exception of Associations Canada.

Article Databases

Using articles you can search Brand related themes for each section of your Brand Audit assignment.

• ProQuest One Business

Contains trade and industry articles covering market trends, products, and companies.

• CBCA Complete

Includes articles from Canadian journals, magazines, and news resources.

• Business Source Complete

Provides business articles, case studies, industry reports, and market research data.

• Factiva

Provides access to newspapers and other popular articles from an international perspective. Excellent Branding Resource.

Key websites: Industry | Branding | Advertising

• Interbrand - brandchannel.com

 Provides brand evaluation reports on the best brands globally and for some countries. 

• Statistics Canada

Contains thousands of tables and reports from all fields and provides fast access to a large range of the latest statistics available in Canada. Enter keywords into the search box. Filter by subject, geography or survey if applicable before running a search. To use a data table, click on the title and use "Add/Remove Data" tab to get customized data. 

• Canadian Industry Statistics

Presents and analyzes industry data on a number of economic indicators using the latest annual data sources from Statistics Canada. Enter a keyword or NAICS code in the search box. 

• Market Research World

A UK based online portal that offers a number of online resources including reports and articles related to market research. Includes global coverage but with a strong emphasis on Europe. To locate market research articles and reports see the menu and select “Market Research Findings”, “Library of Research Articles”, or “Marketing Research News”.

• Nielsen

Nielsen is a global information and measurement company that provides market research related reports. Coverage includes over 100 countries. When searching for relevant reports select “Insights” from up-top and then select a content type or topic. Alternatively, you can enter in keywords into the search bar located at the top-right to locate relevant results. Most reports are available for free immediately, while others can be requested free of charge.

• Best Global Brands - Brandirectory

Listing of brands with a brand profile. (Not a lot of the information is free, but can be a good staring place)