MBA 262.1: Strategic Brand Management

This research guide is designed to help you find resources for your strategic brand management assignments, projects, and marketing plans. It is by no means an exhaustive list of everything the library has available.

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Proxy Server
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After you install and run the VPN client software on your computer, you can log in with a CalNet ID to establish a secure connection with the campus network.

Use the OskiCat catalog to search for books. Branding, brand name products, and product management are all subject headings in OskiCat. Try searching these in conjunction with advertising, market segmentation, marketing research, pricing, etc. Choose the subject search box and restrict the search to the Business and Economics Library location menu. E-books may be located and used online through Ebrary.

There are many books in the Business Library on marketing plans. Use the OskiCat catalog to search for books by subject heading marketing planning. Below are a few select titles:

• Business and Industry Database
  Scan thousands of industry and trade magazines for news related to new products, market share, sales, etc. Use the search boxes to limit to specific marketing terms or concepts.
  
• Business Source Complete
  Indexes the major marketing journals and magazines. Full text is provided for many sources. Search here for case studies and best practices. Click orange "UC-eLinks" icon if an article is not full-text.
  
• Factiva
  Provides the full text of over 6,500 magazines and newspapers, including many industry and trade journals. Useful for scanning news on new products or companies' branding strategies.
  
• LexisNexis Academic
  A full text database of magazines and newspapers.
  

Advertising Age
Tabloid style marketing and communications industry magazine - who's who, news, market share, corporate strategy, plus an annual list of top 100 corporations by advertising expenditure.
Brandweek
A weekly publication of articles, interviews, business profiles, licensing, new products and new campaigns aimed at professionals in marketing in agencies and client companies.
Brand Strategy
Provides news and information especially relevant to individuals involved in brand management and new product development.
Journal of Brand Management
Explores the strategies of players in the global marketplace, trends and techniques.
The Journal of Product & Brand Management
Covers the latest strategies in product and brand management and pricing.

• Business Source Complete
  In addition to providing the full-text for more than 7,400 scholarly business journals and other sources, also contains Datamonitor company reports with SWOT analyses.
  
• Hoover's Online
  Find listings of brands and products by company.
  
• Thomson ONE
  Analyst reports from investment banks via ThomsonOne. Choose "Screening & Analysis -> Research" on the left sidebar.
  Note: Must be accessed using Internet Explorer.
  

This category includes ready-made market research reports.  The content of these will vary, but most should include:

• Market size
• Market share
• Market segments
• Major players
• Analysis and Forecasts

For a complete list of Market Research databases Berkeley subscribes to, go to the Business Library's Databases by Subject page and choose "Market Research." 

• IBIS World Industry Market Research
  For over 700 U.S. industry segments, provides 25-30 page reports with key statistics and detailed analysis of key growth trends, the competitive environment, and key issues facing each industry.
  
• MarketResearch Academic
  Provides full text market research reports focusing on service industries, consumer goods, food and beverages, heavy industries, life science industries, and technology and media from Packaged Facts and Kalorama Information.
  
• Mintel Reports
  Market research reports on a variety of consumer products and services. Each report includes market size and outlook, competitive environment, segment performance, distribution channels, market drivers, leading companies, brand share, advertising and promotion, etc. Mintel requires personal registration and is restricted to course specific use.
  

MediaMark
Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods.
Registration required.

SimplyMap
A web-based data analysis and mapping application that allows users to create custom thematic maps, tables and reports using demographic, business, and marketing data for the United States. Includes over 70,000 data variables related to demographics, employment, real estate & housing, crime, businesses, consumer spending, and points of interest data from the US Census, historical US Census data (1980, 1990, 2000), SimmonsLOCAL data from Experian, and Nielsen Claritas PRIZM data.

SRDS Local Market Audience Analyst
The Local Market Audience Analyst can generate reports and maps showing demographics, consumer preferences, and lifestyles by U.S. county or metropolitan area.
Works ONLY in Internet Explorer on Windows PCs.
At the welcome page, click where it says “Click here to access SRDS Services”.

American FactFinder
Locate and download census data for U.S. markets.

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