Brand Management
This guide is an introduction to sources for industry, customer, competitor, and market research analysis for marketing and brand management. It highlights some of the key research tools available but it is not intended as a comprehensive list of sources. The sources listed below are available in print at the Bronfman Business Library, S237, Schulich School of Business or electronically via York University Libraries Web site or the Internet.
This guide has the following sections:
- General Library Information
- Indexes and Databases
- Company/Industry Information
- Journals – Online and in Print
- Associations and NonProfits
- Data and Statistics /Government Sources
- Advertising
- Market Share/Market Research Reports
- Marketing Plan websites
- Citing Sources
The slides for this class presentation are available here.
General Library Information:
Library Homepage and Catalogue / Remote Access
Material in the York Libraries catalogue: To find books and other materials by Title Keyword or Author Keyword, select those options from the drop-down menu next to the Search Box on the library homepage ( www.library.yorku.ca). To find books and other materials by subject, select Keyword from the drop-down menu. Try terms such as: brand name products, branding , brand loyalty, marketing, consumer behavior, customer relations, and consumers’ preferences in the general keyword field.
For videos on how to use the library catalogue, Click here.
Indexes and Databases
Use these tools to find citations, abstracts and/or full text articles on your topic. Both scholarly and popular articles are included.
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Click the camera to watch a video on finding articles at York when you have a journal citation. |
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Click the camera to watch a video on how to search for business articles in ABI Inform or Business Source Premier, two databases listed below. |
This resource incorporates management, industry and company-specific information for over 60,000 corporations. Subjects covered include: finance, public administration, marketing, management, economics, taxation, telecommunications, corporate strategies, competitive and product information. Covers more than 1,600 leading business and management publications, including over 350 English-language titles from outside the U.S. This database covers more than 1,100 current sources with complete articles for more than 700 sources in full text.
A database with full-text coverage of over 700 publications, especially trade publications, with articles about industries. Coverage is available for industries in different geographical areas including Canada and the United States. Updates are continuous and full-text is available for some publications back to early 1990′s.
ABI/Inform Global and Trade and Industry are only two of the suite of databases provided by Proquest. When you open up any of the ProQuest databases you can select all of the databases in which you wish to search, by clicking on Databases Selected in the upper left of the screen and then choose the ones you desire. Return to the top of the screen and click on Continue.
Contains full text for 7,792 periodicals and other sources, including scholarly journals, trade and general business magazines, monographs, country economic and industry reports, industry yearbooks, and market research reports.
From business and political science to literature and psychology, this Proquest database provides access to a wide range of popular academic subjects. The database includes more than 3,820 titles, with over 2,550 in full text, from 1971 forward. It features a diversified mix of scholarly journals, trade publications, magazines, and newspapers.
The Ontario Scholars Portal provides a single point of electronic access to full-text scholarly articles from a broad range of journals published by Academic Press , Berkely Electronic Press, Cambridge University Press, Emerald Publishing, Elsevier Science, Kluwer Academic Publishers, Kluwer Law International, and , Oxford University Press, Project MUSE, Springer-Verlag, and John Wiley & Sons. Search business topics by selecting Search button and typing relevant keywords, or browse individual publication titles.
Factiva includes nearly 9,000 sources from 118 countries in 22 languages, including more than 120 continuously updated newswires. More than 900 sources are available on or before the date of publication. Provides information on companies and markets. For newspapers, the service provides same-day and archival coverage of The Wall Street Journal, The New York Times, Washington Post, The Globe and Mail, Financial Times, Les Echos, South China Morning Post, Australian Financial Review, Sydney Morning Herald, Straits Times, Yomiuri Shimbun, and local newspapers from every corner of the globe. General business and industry publications like The Economist, Forbes, Fortune, Time, Newsweek, Finanz & Wirtschaft, Satellite News, BusinessWeek, and more are also covered.
Provides interdisciplinary coverage of Canadian topics including the areas of business and current affairs. Offers references, and many full text articles, from Canadian journals, magazines, newspapers, and newswires. Dates of coverage vary by title but many full-text titles available from early or mid-1990s, while citations for many publications available from early 1980s onward. Consult CBCA Business, a subcomponent of the CBCA Complete database, in order to limit search specifically to Canadian business journals and May be searched together with other ProQuest databases.
Produced by the American Psychological Association, PsycINFO indexes journal articles, dissertations, reports, books, book chapters, and other scholarly documents. Contains articles, etc related to human resources, management and organizational behaviour topics.
Company/Industry Information
Industrial Classifications Codes
Standard Industrial Classification Codes ( SIC)
The Standard Industrial Classification (SIC) is a useful tool for identifying key companies within an industry and conceptualizing the industry as a whole. SIC codes group together companies based on the goods and services produced.
The SIC manual is available on the U.S. Department of Labor website: http://www.osha.gov/cgi-bin/sic/sicser5
In some cases, the SIC codes used in Canada differ from those used in the U.S. A print version of the SIC table of codes is found in the Canadian Key Business Directory (available at the Reference Desk). The Line of Business section groups Canadian businesses by SIC code. SIC codes for Canada are also available on Statistics Canada’s web site .
North American Industry Classification System (NAICS)
The North American Industry Classification System (NAICS) is an industrial classification system common to Canada, United States and Mexico. Gradually, the SIC system will be phased out in favour of the NAIC system. There are some differences however so if questions arise you will need to refer to:
Canada - NAICS 2007
U.S. Census Bureau: NAICS
Databases for company/industry information
A centralized Web site from Financial Post Datagroup and infomart.ca featuring expanded news, financial, and business information. Includes a wealth of information on Canadian publicly traded companies (Corporate Reports, Corporate Surveys, Analyzer search etc.), as well as industry reports ( Industry Reports, Companies by Industry) ,dividends, new issues information and more. New additions to this enhanced product include Financial Post’s Directory of Directors. Some private company information is available in Profile Canada. Click on Additional Databases to access Profile Canada.
Provides information for over 10,000 U.S. public companies and almost 20,000 non-U.S. public companies. Company records include detailed business descriptions, corporate histories and financial statements. Also includes industry reports covering current environment, sector performance, market trends, outlook, etc. for approx. 20 industries.
In addition to the news and business sources database described above, Factiva also has a Companies/ Markets tab that gives access to detailed information on companies from all over the world.
Contains quarterly surveys and forecasts on Canadian and U.S. industries.
Marketline Advantage : This is a new database formed from a merger of MarketLine and Business Insights. It includes Industry, Country, and Company sections, market profiles, company profiles, company SWOT analysis, more than 50 country profiles, over 150 industry rankings, and news, comments and analysis, Available on the network but restricted to the York University.
Global Marketing Information Database (GMID)
Produced by Euromonitor, GMID provides information on countries, industries, and consumers. Demographic, economic and marketing statistics for 205 countries; historic and forecast consumer lifestyle statistics; analysis of consumer lifetsyles in 71 countries; market size for more than 300 consumer products; 4500 market research reports; profiles and rankings of 3000 leading consumer goods companies.
In-depth coverage of 40,000 companies, many of them private, includes an overview, history, products, competitors, financials, links to SEC filings and added features such as CEOs on Camera. Industry information includes an overview, most viewed companies list, industry family tree and news headlines.
Standard & Poor’s database provides comprehensive information on business and investment information, offering on-line access to popular Standard & Poor’s research products such as Industry Surveys, Stock Reports, Corporation Records, The Register of Corporations, Directors and Executives, The Outlook, Mutual Fund Reports, etc.
Provides research and trends analysis on a variety of industries, including energy, e-commerce, retailing and finance. In addition to the industry reports, it includes statistics, charts and profiles of leading companies. Primarily US information but some Canadian information is available.
Industry Canada’s website for business and consumer information. Includes business support and financing information, trade and investment data, industry reports, economic analysis and statistics, company directories, and patent and trademark databases.
This database within the Strategis Web site provides information on about 50,000 Canadian businesses and includes hundreds of specialized manufacturing, service and product specific business directories.
Print Reference Books
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Dun and Bradstreet’s Canadian Key Business Directory |
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| Provides basic company information including mailing address, sales figures, and key personnel. Aphabetical, geographic, and SIC listings are also included. |
| Dun and Bradstreet’s Guide to Canadian Manufacturers | ||||||||
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| Provides basic information about manufacturing. Includes contact information, no. of employees, sales figures, year established, and key personnel. Alphabetic, geographic and SIC listings are also included. |
| Scott’s Directories | ||||||||
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Regional directories with company listings sorted alphabetically, geographically (by city or township), and by SIC code. Available directories include Ontario Manufacturers (T12.5 C22 O58), Greater Toronto Business Directory (T12.5 C22 O6), Canadian Distribution Directory (T12.5 C22 C36), Western Industrial Directory (T12.5 C22 W4), Quebec Manufacturers (T12.5 C22 Q48) and Atlantic Manufacturers T12.5 C22 A8).
Company Annual ReportsSEDAR: is a publicly available database which provides access to full-text Canadian public securities filings including annual reports. EDGAR : The US Security and Exchange Commission’s database of public company information including 10k reports for public traded companies. Available via the Internet. Corporate Social Responsibility DatabaseSustainalytics aka Jantzi Social IndexThe database provides comprehensive analysis on corporate ESG performance (Environmental, Social and Governance). About 1500 US companies and about 200 Canadian companies are included in this database. The US companies are drawn from the top 1000 companies and include the S&P 500 index companies. The Canadian companies are drawn from the TSX composite. For most performance issue areas, aboriginal relations; community involvement; corporate governance; employee relations; environment; and human rights are included. The framework calls for a complete examination of each company’s performance record in that area, as well as an evaluation of each company’s record in these areas overall. The Controversy section of the company report is a recently added feature. Categories in the controversies section of the database are ranked from 1 to 5 – 1 to 2 or considered minor, 3 is moderate and 4 to 5 is high risk. This section is updated on a monthly basis. Journals – Online and PrintSee Lists of Journals by Subject: Marketing and Consumer Research Journals See list of Nonprofit Management Journals in the NonProfit Management Research Guide |
Associations
Below are links to professional, academic, advocacy and other types of associations in the field.
Contains full, detailed, and clearly presented listings on approximately 19,000 Canadian associations and international associations relevant to Canadians.
A web guide to associations and professional organizations in business and commerce.
Marketing Facts: Statistics and Trends for Marketing in Canada. Canadian Marketing Association. HF 5415.12 C35 F33 2009. Bronfman Reference Room. Includes a section on Channels/Media with information on Internet, Email, and Mobile.
Non-Profit Organizations – See the NonProfit Resource Management Guide
This Guide is designed to help students find research materials about nonprofit organizations including multi-disciplinary aspects such as management, accounting, marketing, human resources, planning and fund raising.
Advertising and Brands
World Advertising Research Database (WARC): WARC provides information for the marketing, advertising, media and research communities worldwide, drawn from more than 40 international sources. It includes materials on all areas of marketing communications that spans over 45,000 papers, case studies, research reports, news items and summaries, augmented with best practice guides and statistical data.
Ad*Access :The Ad*Access Project presents images and database information for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955. Ad*Access concentrates on five main subject areas: Radio, Television, Transportation, Beauty and Hygiene, and World War II, providing a coherent view of a number of major campaigns and companies through images preserved in one particular advertising collection available at Duke University.
CARD (Canadian Advertising Rates and Data) :CARD online is designed for professionals involved in buying and selling advertising. Advertising rates and related data are available on every significant medium in Canada and on selected international media. It also includes statistics inluding Canadian marketing stats. CARDonline is updated daily.
Plunkett Research – Advertising and Branding Research Center: Includes market research and trends on advertising and branding, statistics, company profiles, and association information.
Brandchannel.com – www.brandchannel.com :Brandchannel.com, sponsored by Interbrand which is an international marketing consulting firm, provides a global perspective on brands. It includes articles, papers, and links to other marketing industry resources. It also includes regional and global reports on best brands.
Rebrand.com – www.rebrand.com: This resource focuses on brand transformations and has articles and other information from a variety of sources.
Interactive Advertising Bureau – The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB focuses on the growth of the interactive advertising marketplace. The website has many useful links to reports and data. See the Insights and Research section.
Data and Statistics/Government Sources
Library Data Services: Subject Guides to Sources of Data and Statistics
Many of the subject guides contain links to Canadian and foreign/international data and statistics of relevance to the field of business e.g. Business, Industry and Trade; Internet & E-commerce; Finance & Economics, Public Opinion Polls, Population & Demographics and more.
The official source for Canadian social and economic statistics and products.
A useful guide put out by Statistics Canada is: Finding and Using Statistics. Available electronically at http://dsp-psd.communication.gc.ca/Collection/Statcan/11-533-XWE/11-533-XWE.html.
Statistics Canada Publications
Index of all Statistics Canada publications available on the Internet as part of York University Libraries’ depository library status. Divided into key subject categories many of which are relevant to business and markets. Index of downloadable Statistics Canada publications by subject and Statistics Canada catalogue number. Broad subject categories include General, Primary Industries, Manufacturing, Transportation, Commerce, Emplyment, Education and Census. Examples of useful publications for consumer behaviour data are:
Spending Patterns in Canada. Summary level spending categories include food, shelter (rented and owned accommodation, utilities), household operation, communications, child care, pet expenses, furnishings and household equipment, clothing, transportation (public and private), health care, personal care, recreation, reading materials, education, tobacco products, alcoholic beverages, games of chance, personal taxes, insurance payments and pension contributions, and gifts and contributions. Detailed level spending categories include an additional 350 categories. Available electronically to York users at http://dsp-psd.communication.gc.ca/Collection-R/Statcan/62-202-XIE/62-202-XIE.html.
Canadian Social Trends. This on-line publication discusses the social, economic, and demographic changes affecting the lives of Canadians. It contains the latest figures for major social indicators. Indexed in CBCA. Available electronically at http://dsp-psd.communication.gc.ca/Collection-R/Statcan/11-008-XIE/11-008-XIE.html
Industry Canada’s website for business and consumer information. Includes business support and financing information, trade and investment data, industry reports, economic analysis and statistics, company directories, and patent and trademark databases.
Canadian Industry Statistics (found on Business by Sector section of Industry Canada’s website)
Presents and analyses industry data on the number of establishments, gross domestic product and labour productivity for industry sectors belonging to the Canadian Economy using a few of the latest annual data sources from Statistics Canada.
NADbank – CD Rom product available on a workstation in the Bronfman Library. See http://www.nadbank.com/en/study/questionnaires/mailback/productcategories.
From Newspaper Audience Databank Inc. Includes readership results for 76 Canadian daily newspapers and two Detroit dailies in 52 urban markets across Canada.
Print Reference Books
| Market Research Handbook | ||||||||
Also online at http://dsp-psd.communication.gc.ca/Collection-R/Statcan/63-224-XIB/63-224-XIB-e.html (English version) |
| Provides a broad range of socio-economic statistics from Statistics Canada including information on population, employment, personal expenditures, household characteristics, economic indicators, exports/imports, industry statistics, etc. The source notes at the end of each section are particularly valuable when searching for further information. |
Canadian Marketing Association Marketing Facts: Statistics and Trends for Marketing In Canada
Call Number: HF 5415.12 C35 F33
Publication Info: Annual
Author: Canadian Marketing Association
Location: Latest edition in Bronfman Reference
Provides statistics and trends relating to media, marketing channels, target markets, and market segments. Also includes business issues and human resources.
| FP Markets Canadian Demographics | ||||||||
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Best Customers: Demographics of Consumer Demand .
Call Number: HC 79 C6 B45
Publication Info: Annual
Location: Latest issue available in Bronfman Reference.
Indicates the best and biggest customers for hundreds of individual products and services based on data from the U.S. Bureau of Statistics Consumer Expenditures examining spending patterns by the demographic characteristics of a household.
Market Share and Market Research Reports
Datamonitor 360: This is a new databases formed from the merger of MarketLine and Business Insights. It includes Industry, Country, and Company sections, market profiles, company profiles, company SWOT analysis, more than 50 country profiles, over 150 industry rankings, and news, comments and analysis. Most industry reports from MarketLine have a Porter or Five Forces analysis. Has lengthy, current reports on trends that come from the former Business Insights.
MarketLine: Produced by the Datamonitor Business Information Centre (DBIC), Marketline is divided into Industry, Country, and Company sections including 2500 market profiles, 10,000 company profiles, 1000 company SWOT analysis, more than 50 country profiles, over 150 industry rankings, and news, comments and analysis.
Business Insights : Included in Datamonitor360 along with MarketLine. provides information on the following industry sectors: Consumer goods, Healthcare, Energy, Financial Services, and Technology. European and US focus.
Global Market Information Database (GMID): Produced by Euromonitor, GMID provides information on countries, industries, and consumers. Demographic, economic and marketing statistics for 205 countries; historic and forecast consumer lifestyle statistics; analysis of consumer lifestyles in 71 countries; market size for more than 300 consumer products; 4500 market research reports; profiles and rankings of 3000 leading consumer goods companies.
Print Reference Books
These resources provide market share data on companies, products and services for Canada, the US and international coverage.
| Market Share Reporter | ||||||||
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| A ready-reference tool for marketing research and economic analysis. The information is a compilation of market share reports from marketing literature. Over 2000 corporate, brand, product, service and commodity market and SIC code information is provided for North America. |
| Business Rankings Annual | ||||||
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| Provides nearly 5000 timely lists of ranked companies, products, services and activities compiled from a variety of published sources. Entries are arranged by subject headings. There is a SIC to NAICS conversion guide. |
Marketing Plan Websites
Links to marketing plan guides and information.
- Industry Canada – Strategis: Managing for Business Success
- U.S. Small Business Administration
- KnowThis.com
- Royal Bank of Canada
Citing Sources
Once you have selected relevant business books, articles, web sites or other items for your research, one important final step involves compiling an accurate list of references or citations to incorporate within your marketing plan assignment. There is a section on the Bronfman Business Library web site at http://www.library.yorku.ca/ccm/BG/index.htm under Starting Your Research entitled Citation and Writing Guides at http://www.library.yorku.ca/ccm/BG/guides/citation-guides.htm. This link leads you to the information you need. These guides tell you how to cite many types of resources and illustrate how to cite both print and electronic resources.
On that page you will find McGill University’s Howard Ross Management Library guide to citing business sources using APA style that includes many of the resources that are available to York University students, faculty and staff. Also you will find examples of MLA citations to business resources that we have in the Bronfman Business Library by using the How to Cite Business Sources in MLA.
For citing unusual resources such as blogs, personal emails, multimedia etc., see net.Tutor Quick Guide:Citing Net Resources.
An online tutorial on Academic Integrity is also available on the York Libraries web site. This explores the issues of plagiarism and related matters. York’s policy and procedures on academic honesty are outlined. The tutorial also offers the opportunity for you to do a self-test allowing you to assess your own understanding of issues relating to academic integrity.
Note that RefWorks, a web-based citation management software, supported by York University Libraries, may also be used free of charge by registered students and faculty to build a personal database of references and to create in-text citations and bibliographies in a style of choice. More information about RefWorks is available on the York University Libraries’ Web site.
Compiled by Toni Olshen Revised December 2010
