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.
Click on the image below to see a larger interactive version of the campus library map.
To access UCB Library resources from off campus, configure your machine using one of two simple methods (Proxy Server is the quickest and easiest):
After you make a one-time change in your web browser settings, the proxy server will ask you to log in with a CalNet ID when you click on the link to a licensed resource. See the setup instructions, FAQ, and Troubleshooting pages to configure your browser. Follow these steps to check your proxy configuration.
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:
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.
A weekly publication of articles, interviews, business profiles, licensing, new products and new campaigns aimed at professionals in marketing in agencies and client companies.
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.
This category includes ready-made market research reports. The content of these will vary, but most should include:
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."
Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods.
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”.
Locate and download census data for U.S. markets.
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