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MRKT 438 Brand Management

Identify a Brand

You can use a combination of these databases to help you identify and gather research for brands. 

If you are unsure of where to start Passport can be a useful tool. In Passport, you can search by various industries and pull up brand data for Canada. 

To gather more information on how a brand is struggling, journal and newspapers databases can play a key role. You can use keywords about your brand to see how their troubles have been reported. 

Snapshot of Your Brand

Use these consumer research databases to gather information on your target markets. All of these resources contain consumer lifestyle survey data, however, only Passport and Mintel also contain reports on various products and markets. 

Brand Inventory

Company research databases like Mergent Online and MarketLine can help you find relevant information on the company behind your brand. Mergent Online contains annual reports for your company, a supply chain analysis, and more. MarketLine provides a breakdown of the companies various strategies. Both databases show current news headlines for the company.

You should also supplement your brand inventory with various other sources. 

Secondary Research

Industry Information Sources 

Canadian Sources

Academic Journals

Available at the Library

The InterLibrary Loan (ILL) service allows you to request books and articles not available at McGill. Our ILL department will review if the material can be borrowed from another institution and have it sent to McGill for your use, if available.

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