Library Guides: Foundations of Marketing (Riley): Company Information

Overview

When considering a line extension or a brand extension, it is important to have a well researched understanding of the company under which the brand operates alongside that brand's current product catalog. Resources on this page will serve to support a deep dive into the specific company which owns your brand.

In addition to the library resources provided, don't discount the information that can be found via a company's official web site. This is usually the best place to get a quick view of their brand catalog at a glance.

Company Profiles

These resources are your best bets for finding company profiles and other information. Mergent Intellect and Business Insights: Essentials are good places to start for establishing the company context in which your brand operates.

Mergent Intellect
An excellent resource for analyzing the financial health of a public company. If you know the name of the company that owns your brand, you may be able to find annual filings with revenue segmentation specific to your brand. Note that not all companies will disclose information at the brand level, and you may need to make estimates based on the broader company finances.
Capital IQ
Access via the Capital IQ tile when signed into okta.nd.edu.
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Provides access to data on public and private companies, investment firms, capital transactions, and executives. Great for financial statement analysis, comparable analysis, sector analysis, and charting.
Business Insights: Essentials (Gale)
This database provides a considerable amount of contextual information on public companies including company histories, SWOT's, and brand lists.

SWOT Analyses

Strengths, Weaknesses, Opportunities, and Threats! A SWOT analysis is a great resource that gives you a quick overview of a company's strategic situation. Business Insights: Essentials offers SWOTs for public companies. Business Source Complete offers SWOTs for public and some private companies. Performance of specific brands may be mentioned in these types of reports depending on the company.

Business Insights: Essentials (Gale)
If your company is public, search for it by name or ticker symbol and then look for a link to 'SWOT Reports' from the results. Not all public companies will have SWOTs available.
Business Source Complete (EBSCOhost)
Select 'SWOT Analysis' from "Publication Type."

Foundations of Marketing (Riley)

The Thomas Mahaffey, Jr. Business Librarians

Librarians

Overview

Company Profiles

SWOT Analyses