This document provides information on finding industry and branding information through various methods of research. It discusses using NAICS codes to classify industries and find industry overviews. It also recommends searching subject terms in article databases to find relevant information on branding. The document notes that trade publications, business magazines, and market research reports are good sources of branding information. It presents tips for effective subject searches, such as browsing related terms and using specific terms. Finally, the document addresses avoiding plagiarism and provides examples to determine if a scenario involves plagiarism or not. It emphasizes the importance of properly citing sources.

1. Finding industry and branding
information
STRATEGIC BRAND MANAGEMENT

2. Objectives
 To use various methods for finding industry information
 To construct subject searches in order to target articles on branding
 To identify plagiarism scenarios as well as ways to avoid plagiarism

3. Industry
information
NAICS CODES, INDUSTRY
OVERVIEWS, AND OTHER
SOURCES

4. NAICS codes
North American Classification System
Used to classify industries for statistical
purposes
Drill down through the lookup tool
Find the NAICS code through a sample
company
Used to target specific industries in
business databases or to find
government statistics
Example: 44111= new car dealers

5. Start broad with industry overviews
1. Go to the page for industry information on the ad guide.
2. Find the NAICS code for commercial passenger airlines like American Airlines.
Use the lookup tool or search for a known company overview.
3. In Business Insights: Global, search with the NAICS code and “Industry” from the
drop down menu.
4. Click into the industry overview for the American market.
5. What kind of information can you find? How is the overview helpful for your
research of an industry?

6. Other sources for industry information?
 Trade magazine articles
 Market share reports
 Professional association reports
 Newspaper articles
 Industry statistics

7. Professional Associations
1. Found “National Air Transportation Association” homepage URL
through Business Insights: Global.
2. Searched related:http://www.nata.aero in Google to find more.

8. Articles on
branding
SUBJECT SEARCHES IN ARTICLE
DATABASES

9. Where might you find information about
branding?
 Trade publications like Ad Age or Ad Week
 Scholarly articles from advertising researchers
 Business magazines like Harvard Business Review
 Market research reports
 Industry profiles
 SWOT reports
 Newspaper articles

10. Subject searches in databases
 How does a database pull results based on what you type in the box?
 Words are matched to any terms appearing in the text
 What are the problems with keyword searches?
 Trash results
 Need to search with different ways of saying the same thing
 Need to come up with terms on your own
 How are subjects more powerful?
 Applied by a human
 No synonym problem
 More relevant results
 Can browse a list of terms

11. Tips for subject
searches
Use relevancy ranking
Browse the entire list
Find one article you like, and browse
the subject terms for that article
Use the most specific term

12. Example Search
 What is the effectiveness
of engaging with
potential consumers
through social media?
How can we measure our
effectiveness?
 Social media in marketing (subject) AND
engagement (keyword)
 Social media in marketing (subject) AND
brand evaluation (subject)

13. Avoiding
Plagiarism
COMMON SCENARIOS, TOOLS
FOR CITING

14. Is it plagiarism?
 For a paper, you find a blog that has some really
great ideas and makes valid arguments that are
relevant to your topic. You decide to use one of the
ideas and place it in your own words. Since it isn't a
direct quote, you didn't add quotation marks and
you didn't include a citation.

15. Is it plagiarism?
 You looked up the capital of Iowa on Wikipedia and
did not include a citation in your paper.

16. Is it plagiarism?
 Your research paper is due in 30 minutes when you
realize that you lost all of your notes. You have a
direct quote in your paper and have included it in
quotation marks, but you forgot to add the in-text
citation and the source in your bibliography. You
don't have time to find it again, so you decide to
submit the paper anyways without the citation.

17. Is it plagiarism?
 Original text:
Because women’s wages often continue to reflect the fiction that men earn the family
wage, single mothers rarely earn enough to support themselves and their children
adequately. And because work is still organized around the assumption that mothers stay
home with children, even though few mothers can afford to do so, child-care facilities in
the United States remain woefully inadequate.
As Elaine Tyler May points out, “women’s wages often continue to reflect the fiction that
men earn the family wage” (588). Thus many single mothers cannot support themselves
and their children adequately. Furthermore, since work is based on the assumption that
mothers stay home with children, facilities for day care in this country are still “woefully
inadequate.” (May 589).

18. Citation help

19. Final Question
What were the most important
things you learned today?
Answer in Socrative.