Librarian
Related Subject Guides
I. Organization Background
These sources will help you with section 1.a. of this assignment which involves identifying your company's goods and services.
- Business Source Complete This link opens in a new windowTo find a list of your company's brands, hover your pointer over More and select Company Profile and search for your company. Note: You may have to clear your web browser's cache to see the arrow.
- Nexis Uni This link opens in a new windowSee the Company Dossier for, among other things, a list of the company's brands. Do a Company Dossier search by clicking on Menu near the top of the page and select Company Dossier. Enter your company name or ticker symbol and press Search. Select your company from the list and look for Brands under Company Information.
The following sources will help you discover your company's target market and who they are.
- Mintel Reports This link opens in a new windowTo research the target market strategy, search for reports about your company's brand. Once you discover the target market, search for reports about the target market. Searches like "luxury consumer" and "Gen Z", should bring up results. Search for reports about your product type or your market segment and see the Consumer tab of the report. Additionally, you might use your company as a search term to see which reports mention your company.
- Business Source Complete This link opens in a new windowTo find information about the product's target market, search for articles about the product. Do a search using your product or company name along with keywords such as "advertising" or "marketing."
II. Brand Exploratory
The following sources will be helpful for the Resonance Pyramid, section 2.b., of assignment 1.
- Mintel Reports This link opens in a new windowFind reports to learn about brands and how consumers respond to them. Search for your brand or product type. Once you have selected a report look at the Brand/Company tab to see who the key players are, how consumers react to the brands, and what the preferred brands are.
- 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. Search for your brand or use words like "emotional" or "rational" combined with terms such as advertising campaigns, consumer behavior, and advertising and psychology.
III. Brand Inventory
The following resource will be helpful for section III. a., the Brand Hierarchy, of assignment 1.
- 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. To do a Company Dossier search, click on Menu near the top of the page and select Company Dossier. Enter your company name or ticker symbol and press Search. Select your company from the list and look for Brands under Company Information. This will show you the other brands owned by 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 brand architecture, brand portfolios, and branding.