Study Finds Link Between Brand Building and Search

NEW YORK Feb 9, 2010 "” Initial research conducted by Wunderman, BrandAsset® Consulting, ZAAZ and Compete has found that the search engine consumers use to find a brand’s website impacts their perception of that brand and impacts their decisions made while they’re on the site.

"Search begins with the choice of search engine," said David Sable, vice chairman and COO of Wunderman, one of the companies involved in the research. "What this means if you are managing a brand is this: you need to know how consumers relate to Bing, Yahoo! or Google and how that reflects on you."

In this first-of-its-kind research, loyal users of Bing, Yahoo! and Google were found to have distinct characteristics that benefit some brands more than others. The research was funded by Wunderman, BrandAsset® Consulting, ZAAZ and Compete exclusively.

"This research demonstrates that marketers have a real choice to make when formulating search strategies," said Shane Atchison, CEO of ZAAZ. "The search engine acts as a kind of "˜train’ on the Internet. Each train provides a different set of unique results or "˜destinations.’ Consumer preference for a specific train demonstrates a unique demographic and psychographic profile."

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About Drew Fortin:
Drew is responsible for strategy and execution of marketing initiatives for Compete.com, including affiliate, blog, email, lead generation, paid search, and social media. Before Compete, Drew worked for office supply giant, Staples, Inc. where he had the opportunity to manage multiple online marketing channels for Staples.com, including affiliate, SEO/SEM, and comparison shopping engines. Follow Drew on Twitter or link him on LinkedIn.