Research Guides: Brand Audit: Brand Audit

Company & Industry Perspectives

Company Information:

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

Don't forget to check out the company's website and their competitors' websites!

IBISWorld
This database will supply you with industry reports, to give you a larger context of the industry your market is in.
Triad Business Journal
You have to make a free account with your WFU email!
Data Axel
ProQuest Central (includes NC newspapers)
Search by keywords that describe the industry or company name(s).

Suggested eBooks

Brand Aid by Brad VanAuken
ISBN: 9780814434741
Publication Date: 2014-12-30
Creating and Marketing New Products and Services by Rosanna Garcia
ISBN: 9781482203615
Publication Date: 2014-04-11

Market & Consumer Data

Market & Product Research:

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

Mintel Reports
This is the best place to start since most of the content of this resource is market research.
Simmons Insights
A consumer and media analysis tool based on the Simmons National Consumer Survey.
ABI/INFORM Collection
Use the suggested search terms & limit results to trade publications and newspapers
Statista
Use this for specific market statistics or look for the dossier reports. Keep your search terms relatively broad.
SimplyAnalytics
Visualize demographic data through mapping

Tutorials for Simmons Insights

Tutorials for Simply Analytics

Consumer Perspectives - Social Listening

Social listening is learning about a company, brand, or product through online sources such as social media sites, review sites, and special software programs that track mentions of specific phrases across the web. Below are examples of websites that can be used when undertaking "social listening" as it relates to learning about a company's brand

Search strategy - In addition to searching on your company's specific social media utilizing hashtags including #[company name] and #[product]. when searching on sites such as Twitter.

Remember reviews and personal opinions shared in these sources tend to be filtered through other's experiences but you can look for patterns to inform your analysis of a company's brand and generate new search-terms that can be utilized in academic or news sources.

Social Media Sites

Facebook, Instagram, Twitter, TikTok

twXplorer: easy way to search Twitter

Reviews

Online grocery retailers, Amazon