Brand Management - Brand Audit Assignment

Brand Audit: Resources

Key industry databases:

• ABI/Inform Complete

Locate industry reports, market reports, and articles. Enter the industry or market in the search box or search by NAICS code (found under the "More search options" heading). Narrow your results by source type/ document type/ location and/or publication date.

• 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 or U.S.

• Marketline

Company information contained in this database typically includes a list of brand names associated with the company. Select the "Major 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 "Industries" tab at the top of the screen and select your industry from the drop down menu or use the drop down menu under "Quick Links – Recently Updated Industry Surveys" from the main page.

• 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

• ABI/Inform Trade & Industry

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

• Business Premium Collection

Provides access to key business journals

Key websites: Industry | Branding | Advertising

• Interbrand - brandchannel.com

Click on "The Best 100 Brands"

• CANSIM

Contains Canadian industry statistics

• 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 “Market 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 use the tool-bar on the left to narrow your results. 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.