Getting Started

You may want to choose a brand with a history.  The brands covered in these books should be good candidates.

Encyclopedia of Global Brands 

Encyclopedia of Major Marketing Campaigns

Encyclopedia of Major Marketing Strategies

Brand Failures:  The Truth About the 100 Biggest Branding Mistakes of All Time

Rankings & Ratings

Finding your brand on one of the many brand ranking projects should be useful.

Interbrand Best Retail Brands 2014

Corebrand Corporate Branding Index

BrandZ Top 100

Forbes World's Most Valuable Brands


JD Power

American Consumer Satisfaction Index

Business Rankings Annual (not just brands)

Ranking The Brands

Market Research Reports

Market research reports offer one stop shopping for may of the topics you need to cover in the brand audit such as sales, marketing trends, competitive environment, and consumer survey results.  If you don't see a market research report for your brand's category ask me for assistance as some reports are in specialized databases or difficult to find in general business databases.

  Passport (Euromonitor International)  Limitations on Use
Covers global consumer categories. Search by brand keyword or expand industries categories. Avoid the brand search on the landing page as it leads to brand share statistics without context.

  Mintel Reports  Limitations on Use
Cannot search by brand but by broad category. Coverage for consumer products and services in the U.S. with limited international.
[Details] Academic  Limitations on Use
Provides marketing reports for many industries in the U.S. Some reports may be too dated for use.

Brand Literature

You will need to search business news and academic research about your brand.  These are the best points of access for both the practical and the scholarly.

Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

  Business Source Premier (EBSCO)

  ABI/INFORM Complete (ProQuest)

  Advertising Age Datacenter (AdAge)  Access Instructions
Features news, reports, and statistics about the advertising industry.

Digital Profile

Find out how your brand fares on the web and social media platforms.

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

App Annie Get app analytics

Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, email marketing, and device usage. Coverage is global.

This and that

  MRI University Internet Reporter

Market Share Reporter  Find market share calculations published in trade news, market research reports and by trade associaitons.

Ad$Summary Reports for brand spending by media type

TESS (U.S. Trademark and Electronic Search)  Find out who owns brand's trademarks.

  Advertising Redbooks
Find out about the advertising agencies that make brands.

  Global New Products Database (Mintel)  Limitations on Use
Find out about new global consumer product brands