'High search ranking increases brand association'

12th December 2007

Not only are consumers likely to have increased recall of a brand with a high search engine ranking, but they are more likely to associate that brand with their search terms, according to a study by Enquiro Research.

The example used in the search was the term fuel-efficiency. Web users who saw Honda as the top advert were 16 per cent more likely to associate the car with fuel-efficiency.

Also, when Honda appeared as the top listed website, purchase intent for the car increased and decreased for other car brands as a result, the study found.

"For decades, fuel-efficiency and environmental leadership have been guiding principles at Honda. It is encouraging that these advertised messages received such positive awareness in the study," said Jenny Howell, interactive marketing manager at American Honda.

She said the company was "extremely pleased" that a relevant relationship between the brand and fuel economy could be found by searching on the internet.

A previous study by Enquiro Research found that consumers were 220 per cent more likely to recall a brand name which appeared high on organic and paid search listings than a side advert with none, reports Brand Week.