Research Guides: Branding Strategy: Find Articles

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Evaluating Sources

Magazines, Trade Journals, and Scholarly Articles
The University Libraries at Virginia Tech created an excellent guide which explains the differences between popular, scholarly, and trade publications. All of these may be good sources, depending on your information need and assignment.

Trade Journals

Adweek
Short articles covering trends, statistics, and issues in advertising and marketing. Hit a paywall? Just search for the article in the library's subscription here.
Advertising Age
Articles on national and international marketing, news about individuals in advertising, statistics on advertising and special reports. Hit a paywall? Search the library's subscription content here.

ABI/INFORM Collection (ProQuest)
Excellent source for articles from news and trade publications, as well as competitive and product information, both in the U.S. and internationally.

Scholarly Journals

These are some of the top journals focusing on branding and advertising.

Journal of Advertising
Provides a public forum that reflects the current understanding of advertising as a process of communication, its role in the changing environment, and the relationships between these and other components of the advertising business and practice.
Journal of Consumer Research
Scholarly research aimed at describing and explaining consumer behavior.
Journal of Current Issues and Research in Advertising
Sponsored by the American Academy of Advertising, this journal covers current theoretical and practical research about the advertising discipline.
Journal of Product & Brand Management
Worldwide research about product and brand management and pricing.

Not finding what you are looking for in these journals, check out this database:

Communication & Mass Media Complete (EBSCO)
Search this database to find scholarly, trade, and popular articles about advertising, media studies, and communication.

How-to Guides

Digital Branding by Daniel Rowles
ISBN: 9780749469962

Publication Date: 2014-04-03

Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines.
Branding Your Business by James Hammond
ISBN: 9780749463021

Publication Date: 2011-03-03

The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business. Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.
Hacking Marketing by Scott Brinker
ISBN: 9781119183174

Publication Date: 2016-03-21

Whether you're an experienced marketing manager updating your skill set or a newcomer looking to gain a foothold in the current marketplace, this one-of-a-kind resource reveals the parallels between marketing and software development — and shows how marketers can borrow and adapt successful ideas from software management to lead marketing more effectively in a digital world.