This is the "Brand Equity & Value" page of the "MKTG 129 - Marketing Management" guide.
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MKTG 129 - Marketing Management   Tags: course_guide  

Last Updated: Feb 13, 2017 URL: http://csus.libguides.com/mktg129 Print Guide RSS Updates

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Welcome

This guide will help you find resources for doing various aspects of marketing management. Click the tabs above to find resources on additional topics. 

If you need additional help with your research, I'm available for consultations just email, call, or chat with me!

Anne Bradley
bradleya@csus.edu
916-278-4350

Brand Equity & Value

Use these resources to find major players in a particular industry. Then use the resources further down the list to find brand rankings and valuation.

  • IBISWorld
    Start with an industry report to find major players and their market share in a particular industry (retail, telecommunications, etc.). Each report is 20-30 pages and is written at the 5-digit level of the official North American Industry Classification System (NAICS).
    CSUS Authentication Required.
  • Millward Brown's Top 100 Global Brands
    The report has a global focus (although there is a chapter on North America), but it includes both brand value, brand contribution, and a decent selection of category/sector chapters (e.g. apparel, cars, beer, retail, etc.) with additional discussion.
  • Interbrand's Best Global Brands Rankings
    Provides rank, brand value, and growth history. Also has a global focus.
  • Brand Finance Brandirectory
    Tables include brand value, brand rating. Can refine by country, sector.

Find Articles on Brand Equity

Use the databases below to find articles discussing brand equity. Selecting companies from the top of the rankings should result in more articles (people like to talk about popular brands!).

Try this search strategy:

Type brand equity in the top box.

Then type the name of the company in the second box down.

If you find too many irrelevant results change the second box to CO Company Entity. This will ensure articles are actually about that company which is useful when researching ubiquitous companies such as Apple, Google, etc. 

Business Librarian

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Anne Bradley
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bradleya@csus.edu
Phone: 916-278-4350

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