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Compelling Consumer Connections Search Builds Brands [Read Only]
This document discusses how search builds brands. It notes that search is a universal consumer behavior, with over 1 billion Google searches per day. Most consumers use search when beginning their research for major purchases like cars. The search process is personal and iterative, as consumers may start with generic searches and then move to specific brands. Search results influence consumers' perceptions of brands, and placement within results matters, with top placement linking to a brand's prominence. Search advertising can significantly increase brand recall, affinity, and intent to purchase. The document argues that brands should integrate online and offline efforts to engage consumers throughout their search journeys.
