Brand Name Search Prominence
What is this metric?
The Brand Name Search Prominence metric assesses a brand's indexed Google Trends prominence (i.e., how easily and prominently a brand's name appears in search engine results when customers search for it directly) relative to its competitors.
How is this metric calculated?
BlueOcean derives a Brand Name Search Prominence score (i.e. a Google Trends Average Interest Score) for every brand in the cohort by comparing each brand to a series of known reference brands, then, based on those comparisons, ranks each brand based on the BlueOcean proprietary scale.
Data Source(s): BlueOcean-trained Proprietary Data Model considering estimated data from:
- Google Trends
Data Source Update Frequency: Weekly
Can Ratios Impact this Measurement? No
BlueOcean Applicable Framework(s): BlueOcean framework │BlueOcean Basic framework
How is this information valuable to my brand?
The Brand Name Search Prominence metric is a valuable resource for:
- Brand Awareness: A higher score indicates greater brand awareness. If more people search for a brand's name than competitors, it's a sign that a brand's awareness campaigns, PR efforts, or other marketing initiatives are working effectively.
- Effectiveness of Marketing Campaigns: An increase in this score following a significant marketing campaign can indicate the campaign's success in driving interest or awareness.
- Customer Intent: People searching specifically for a brand name often have a higher intent to purchase or engage than generic keyword searches. High scores can translate to higher conversions and customer loyalty.
- Competitive Analysis: Comparing a brand's Google Trends Interest Score to competitors gives insights into the competitive landscape. Suppose a competitor's brand name sees a sudden rise in its score. In that case, it might indicate successful marketing campaigns, new product launches, or other notable events to be aware of.
- Loyalty and Retention Assessment: If returning customers often search for a brand's name instead of directly visiting their site, it might indicate strong brand loyalty. Conversely, a decline in brand name search prominence might suggest issues with customer retention.
- Market Positioning: High search prominence for a brand's name compared to competitors can be a selling point when working with potential partners, advertisers, or investors. It showcases a brand's strong market presence.
- Identify Market Gaps: If there are low-interest scores for a brand and high prominence for its competitors, it can help identify gaps in marketing strategies, prompting a need for campaigns or initiatives that boost brand visibility and recognition.
Additional considerations where this metric can play a role:
- Optimize Paid Campaigns: If a brand's name has high search prominence, but competitors are running ads against that brand's keywords, the brand might need to invest in defensive PPC (Pay-Per-Click) strategies to ensure that potential customers aren't diverted.
- SEO and Content Strategies: Understanding the terms or questions people use in association with brand name searches can help refine SEO strategies and create content that addresses those queries.