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BEM 326 Brand Management & New Product Innovation: Brand Audit

Resource guide for students in BEM 326A

Brand Inventory

Company Information:

  • Company History
  • Products in the line
  • Product Categories
  • Brand's mantra
  • Competitors

Don't forget to check out Texas Pete's website and their competitors' websites!

Suggested Search Terms:

  • [company name]
  • [industry name]
  • "seasoning, sauce, and condiment industry"
  • Search using specific competitors' names as search terms

Suggested eBooks

Brand Exploratory

Market & Product Research:

  • Brand awareness
  • Image of brand
  • Strengths & weaknesses of the brand
  • Position in the market

Example:

  • "texas pete hot sauce"
  • "condiments market"
  • "prepared dips/sauces"
  • (industry or product) AND trends
  • "new product development" OR innovation AND (product or industry)
  • (consumer type) AND (product)

Brand Recommendations

Recommended Databases for News, Trade, Magazine & Other Articles:

  • How would you grow the brand?
  • Competitive advantage

Search Term Suggestions:

  • distribution AND (product or industry)
  • "promotion strategies" AND (product or industry)
  • (company or industry) AND partnerships
  • (industry or product) AND "pricing strategies"

Jamboard Link

Your Librarians

Book a research session with us! 

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Summer Krstevsksa (she/her)

Business & Economics Librarian 

E: krstevs@wfu.edu

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Morgan Ritchie-Baum (she/her)

Business & Social Science Librarian

E: ritchiem@wfu.edu

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