Just as with Leverage Your Brand Lovers, the “Branding and Search” session gave the SMX West audience much to think about.
Bob Tripathi, Search Marketing Specialist at Discover Financial, reinforced the need to understand your brand as it relates to SEO/SEM.
Brand Recognition: Do searchers recognize your brand?
–ex. McDonalds’ arches are recognized worldwide
Brand Perception: Do searchers know what you do?
–ex. Discover Financial doesn’t just offer credit cards, but they offer a slew of other financial services
Brand Loyalty: Are searchers loyal to your brand?
–ex. Google and its VERY loyal followers
Brand Affinity: Are searchers aspiring to be part of your brand and culture?
–ex. Mercedes and the status associated with the brand
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