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BUS 330 Consumer Behavior: Find Company Articles/Web Presence

Brands and who owns them

If you know a brand and not the owner (i.e. Vitaminwater, a product manufactured by Energy Brands Inc., a subsiderary of Coca Cola). 

 

  • Encyclopedia of Consumer Brands (Three volumes). Describes brand origins, product importance, marketing strategies, litigation, etc.;  
    • Call Number: R658.8343 E56

Company Information

Effective Internet Searching

  • Make sure you know if the company has a parent company or not.

  • Use the most precise name for the company (ex., "gap inc" instead of "the gap" or gap).  This helps eliminate "garbage results".

  • Spelling counts.

WARNING: Keep in mind that all of the information that you want may not be found at the company web site. Big corporations pay fancy consultants lots of money to complete market research; often, companies aren't willing to share the information that has cost so much to obtain.

Did You Know?

Trade Associations are a good way to find competitor websites.
Most of them have public member lists.

Using Google, search "trade association" and the words from the NAICS codes.