Answered By: IESE Library Last Updated: Feb 26, 2018 Views: 14
In these databases, just enter the Brand Name and search:
Business Source Ultimate. Search by "type of products". Then narrow your results by choosing "Product Reviews" under Source Types in the left side column of results screen. Or, search using keywords like "new products" or "product development". Combine with "type of products" as keywords. Click "Trade Publications" under Source Types in the left hand column to narrow your results to articles from trade publications.
Search the databases:
Passport. Click on Search, then Companies or Brands.
Search Bloomberg, available in the IESE Library.
Enter a parent company's ticker symbol, then hit the yellow EQUITY key, then type RELS and hit the green GO key.
Go to TNS Global Market Research and look at their Brand & Communications Case Studies.
Brandchannel.com is a free, online archive of articles related to branding produced by Interbrand, the company that publishes the annual Best Global Brands in Business Week.