Research and Course Guides: STCM 234: Principles of Strategic Communication: Brands

Articles & Reports

Search these resources for articles and information about advertising and marketing campaigns for specific brands and products.

Business Source Premier This link opens in a new window
Includes articles from trade publications and scholarly journals as well as company profiles, investment research reports, industry reports, market research, country reports, and SWOT analysis.
ABI/INFORM Trade & Industry This link opens in a new window
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Contains industry reports and articles from trade and news publications, and is good for researching smaller, niche industries.
Mintel Academic This link opens in a new window
Mintel provides market research reports covering U.S. and global consumer markets. Sectors covered include consumer goods, travel and tourism, retail, and financial services. The reports analyze market drivers, market sizes and trends, market segmentation, along with consumer attitudes and purchasing habits. Register a personal profile using your UST email to download executive summaries of reports. Available only to current UST students, faculty, and staff.
Passport This link opens in a new window
Euromonitor’s Passport is a global market research database providing statistics, analysis, reports, and surveys on industries, countries, and consumers worldwide. Available only to current UST students, faculty, and staff.

Secrets of Branding (Streaming video series)
Publication Date: 2014
Discover the secrets behind the brands recognized the world over as this insightful eight-part series looks at how brands are created and explores why some succeed where others fail. Looking at the latest techniques and marketing strategies in Europe and America, including the use of social media and augmented reality, this series shows how luxury brands are often ‘refreshed’ to attract new generations of customers across the globe. A BBC Production. (50 minutes each)