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BUS 462 Brand Management Project (O'Meara)

Explore your brand by using these recommended information sources from the library collection as well as from the open web!

Researching a Company's Brands and Offerings

Nonprofit information

Discovering Brand Building Activities

Articles:

Your Company's Web Site:

Press releases, media, products, company history, and other information

Commercials and Advertisements:

YouTube
Search for your brand to find ads and commercials 

Videos:

Secrets of Branding, in Films on Demand
A series on how brands are created, and what contributes to the success or failure of a brand. Watch the entire series, or just the segments that interest you!

Tracing Company Strategies and Objectives

Company and Industry Information and Performance: 

Product/Brand Information and Performance

Media Usage and Marketing Expenditures

Digital Marketing Spending Survey: Charts and figures for digital marketing spending by major industry categories, and breakdowns of how the spending is allocated. This is a summary of findings from the survey.

Marketing Charts:  This web site compiles data from other companies about consumers' interactions and habits with media including TV, Internet, social media, direct mail, and more. Data also shows the success of these campaigns, as well as ranking top media for advertising. Scroll down the screen to see charts arranged by most recent date first, search by media category, or do a keyword search for your topic.

State of the News Media: An annual report by Pew Research Center that examines how consumers use news media, what formats they prefer, and more!

For specific media cost information, go to the web site for the major media outlet you are interested in (ex. Wall Street Journal)

Brand Exploratory

Researching Consumer Opinion on Brands: 

Brandz
Lists of brand rankings and information about global brands. View the entire report, a chart, or an infographic.

Interbrand
View articles, reports, and lists of best brands in a variety of countries and industries.

Also shopping sites such as Amazon, review sites such as Yelp (consumer reviews) and Wirecutter (a New York Times company reviewing products in many categories), and individual company sites.

Plus, article web sites listed above.

Researching Consumer Opinion on Brands: Primary Research (Information compiled by you and your team): 

Interviews
Polls
Questionnaires
Surveys 

Want to use a quick and easy survey method to reach your potential customers? Try Qualtrics, which can be found in the View all Apps section of your MyUSF dashboard.

Citing Your Sources

Whenever you do research, you will need to cite the information sources that you use. Most business scholars use APA style. Here are some tools that can help you with this task:

 

Getting Help!

There are several ways to obtain assistance with your research. Read on!

You have your very own librarian! She is Penny Scott, and you can contact her for help. 

Her contact information is: email: plscott@usfca.edu * phone: 415-422-5389

It is best to call or email ahead, or make an appointment, to make sure she is available! Appointments are available in person or virtually via Zoom, and are great for groups or individuals.

If Penny is not available, or any time you need help, you can always get help, just Ask a Librarian!

You can also take a look at our Research Guides on many topics!