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ADES 412: Global Branding Solutions: Search Strategies

Company Websites and Annual Reports on the Web

Your first stop is to determine if your company is public or private.  If your company is a public company, it will have an investors site and annual reports.  Annual reports will often be a good place to find the company's products and locations where the brand is sold.

Search online for your company.  Once you're found the site, you are looking for links called About or InvestorsAbout will often give you the history of the company and sometimes the products or the places it sells its products.  Investors will lead to more information about the financial health of the company, but also annual reports.  Annual reports are an excellent source of information about the company.

The Article Isn't Available in the Library! What Do I Do?

What happens if you find an article and it isn't full-text?  It doesn't stop there!

The Library can help you find the article.  You can search the catalog to see if we have the journal.  If we don't have the journal, you can ask for Interlibrary Loan - we'll ask another library to scan the article and send it to us.  It's a free service for Ringling students!

And if you're really not sure what to do, you can always ask us for help!

Library Databases

Searching for Companies on ProQuest

SEARCH STRATEGY

ProQuest

Company Profile

  1. Search for the company profile.
  2. Go to Advanced Search --> Data & Reports and select only "Company Search."
  3. When you've found your company, select "Link to Full Text."
  4. Select the "Full Competitor List."
  5. Review the list and look at the competitor’s overviews to see their entertainment properties.
  6. Create a list of properties.

Researching the Brand

  1. Search for brand and marketing information about your company.
  2. Go to Advanced Search.
  3. Put the company's name in the first line. Try it with and without quotes, such as "Coca-Cola" or Coca-Cola.
  4. If you have entirely too many articles to review, go back to Advanced Search and add a keyword to the second line.
  5. Use different keywords (such as "advertising campaign," "marketing," "advertising," "branding," "brand development," ,"globalization," etc.)
    • Don't use all the keywords at once.  Try each one in turn to make your results list smaller and more targeted.
    • If your keyword is a phrase (more than one word), then enclose it in quotes when searching, i.e., "advertising campaign" instead of advertising campaign.
  6. You can also arrow by filters on the right side of the screen:
    • Subject
    • Source type (look for Scholarly Journals, Trade Journals, etc.)
    • Date slider

Boolean Searching

Boolean searching uses the terms AND, OR and NOT.  By combining these terms, you can find different results in databases.

AND

This gets you the LEAST results.  It search for all of your search terms within an item.  If you wanted a book that had lions and tigers, you would use "lions AND tigers."

OR

This gets you the MOST results. It searchs for any of your search terms within an item.  If you wanted a book that had lions or maybe it had tigers, but as long as it had one of them, you'd be happy, you would use "lions OR tigers."

NOT

You can use this to narrow your results.  It eliminates one or more search terms from your results.  Suppose you wanted a book that had lions, but you really didn't want to see any tigers in it, you'd use "lions NOT tigers."

You can combine all of these terms in any way.  Examples:

  • Lions AND Tigers AND Bears
  • Lions AND Tigers NOT Bears
  • Lions OR Bears NOT Tigers
  • Lions OR Tigers OR Bears NOT Dorothy