Branding through Search 2004
brand image - The perception of a brand in the minds of persons. The brand image is a mirror reflection (though perhaps inaccurate) of the brand personality or product being. It is what people believe about a brand-their thoughts, feelings, expectations. Definition: American Marketing Association CAN BRAND IMAGE BE EFFECTED THROUGH SEARCH LISTINGS?
How does traditional advertising effect brand image? • Ensures that the target audience is exposed to the brand (reach) • Ensures that the target audience is exposed to brand frequently (frequency) • Brand aligns itself with other high-quality brand names (Citibank and American Airlines)
Can brand image be affected through search? YES! • Searchers are exposed to the brand on every query (frequency) • The target audience sees the brand (reach) • The brand is associated with other high-quality, yet competitive brands • For example…
The Research Agrees…. • Studies show consumers associate top rankings with top brands (iProspect 2002) • Exposure in SERPs has been shown to assist in unaided recall (Overture 2001)
Tips for affecting brand image in search engines • Use all of your real estate, both naturalized and pay-per-click (frequency) • Make sure your keywords are what people are searching for (reach) • Make sure your company name appears in all descriptions and creative
Can search engines hurt brand image? YES. • Make sure you know where your listings will appear – beware of contextual ads • Be sure your descriptions display properly in your naturalized listings • If you are not appearing under your major keywords, potential consumers might not consider you a “leader” in your space
In Summary… • Brand image can be effected by search, both positively and negatively • To take advantage of the branding ability of search engines make sure you • Know where you are appearing • Know what your listings look like • Use your company name • Use all of the real estate available • Check your reach and frequency!
For more information, contactTony WrightVP–Media and Interactive Marketing 972.618.4298 email@example.com