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Related Subject Guides
I. Organization Background
These sources will help you with section I.a. of this assignment which involves identifying your company's goods and services.
- Business Source Complete This link opens in a new windowBusiness Source Complete contains company profies. You can locate them by doing a search for your company's name and then selecting Company Profiles under the Source Type limit below the search box on the results list. Use the Access Options button to open the PDF of the profile and click on Major Products & Services in the table of contents.
- Nexis Uni This link opens in a new windowClick on the blue "Find a Company" box below the search box. Enter your company name or ticker symbol and click on the red magnifying glass to search. Select your company from the list, Click on Company Information in the left column of the Dossier and look for the Brands link. Note: The company list will only list the top 3 so you may have click on the Blue View All button below the list to find your company.
The following source will help you with Section 1. b. which involves discovering your company's target market.
- Business Source Complete This link opens in a new windowTo search for articles about a product's target market, put your company or product name in the top search box and put the following search string in the box below your company's name "target marketing" OR "advertising" OR "marketing" Note: The articles may not say, "your company's target market is blah," you most likely will have to make some deductions. See Other Marketing Related Terms below. You may wish experiment with these terms too.
II. Brand Exploratory
The following source will be helpful for the Resonance Pyramid, section 2.b., of this assignment.
- Business Source Complete This link opens in a new windowFind articles related to your brand as well as the effectiveness of emotional versus rational appeals. You might experiment with a search like this.
1st Box: Your brand or product
2nd Box: advertising OR marketing
3rd Box: emotions OR emotion OR logic OR persuasion OR psychology OR motivation OR "consumer behavior" OR "consumer attitudes"
To find articles about emotions and reason in advertising generally, leave your brand or product out of the search.
Other Marketing Related Terms
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III. Brand Inventory
The following resource will be helpful for section III. a and b of this assignment.
- Nexis Uni This link opens in a new windowUse Nexis Uni to find a company report for your brand's company. See the Company Dossier for, among other things, a list of the companies brands. Click on the blue "Find a Company" box below the search box. Enter your company name or ticker symbol and click on the red magnifying glass to search. Select your company from the list, Click on Company Information in the left column of the Dossier and look for the Brands link. Note: The company list will only list the top 3 so you may have click on the Blue View All button below the list to find your company.
The following resource will help with the Evaluation of Brand Architecture.
- Business Source Complete This link opens in a new windowFind articles about branding, brand architecture, and brand equity. See the box below for suggested search terms.
Suggested Search Terms
Brand architecture- Business Source Complete does not use this term in their subject headings. However, searching using "brand architecture" and words to describe one of the brand architecture guidelines (e.g. customer focus) may bring back some articles.
Brand elements- Search using the brand element (e.g. memorable) combined with "brand choice" OR branding.
Brand equity- Business Source Complete uses "brand equity" as a subject term so that will work.