Why Share of Search as a brand strength indicator - the logic behind the thinking.

If you think of brand building as a formula, the math could look as follows:

 Invest in:

• Create and manage Products (p1)

• Communicate with the market and consumers (c)

• Place: Having a good and relevant distribution, as well as how we meet our customers with everything from customer service, sales etc. (p2)

• Price, how we charge, our price models, how we use pricing to build expectations etc. (p3)

Those four variables are the basic parameters you can use to create a strong brand. And here’s the formula:

p1 * c* p2*p3= your brand (the product)

If the job to build a strong brand lies in building the four basic brand parameters (product, communication, place and price), success can then be measured in how that results in a sustained interest for the brand (leading to higher margins, more sales, easier to recruit etc.)

 The easiest way to measure that interest is to use “search” as a metric since search is something we all do when we want to know something – we search on the net, a fantastic proxy for interest in something.