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Hitwise Intelligence - Heather Hopkins - North America
Analyst Weblog
Category Archives: Branding
Canadian Banks, Internet Search Data and Brand Strength
October 15, 2009
Internet search data is an excellent source of insight into what consumers associate with a brand as well as the "top of mindedness" of any particular brand. I did some analysis of the top search terms sending visits to Canadian... Continue reading...
Posted by Heather Hopkins at 10:41 AM
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In Categories Branding | Canadian Insights | Financial Services
Tylenol Recall - Parents Using Yahoo! Search?
September 29, 2009
Last week's recall by Johnson & Johnson of some of its liquid Tylenol, in particular some Children's Tylenol, products has caused a stir among parents. I was not alone in searching for details of the recall online before I dashed... Continue reading...
Posted by Heather Hopkins at 09:10 AM
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In Categories Branding | Search
Tylenol Scare: Review of Online Response
July 21, 2009
Johnson & Johnson's rapid response to an FDA panel's recommendation a couple of weeks ago of sweeping limits on acetaminophen (the generic name for Tylenol) has been widely reported. Most of the coverage has focused on offline advertising, particularly ads... Continue reading...
Posted by Heather Hopkins at 08:43 AM
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In Categories Branding
1 in 10 Brand Searches Led Away from the Brand Website
November 19, 2008
This week we are publishing a report on online brand protection. This issue is huge for marketers with our research showing that more than 1 in 10 US Internet searches for leading brands is led away from the brand owner's... Continue reading...
Posted by Heather Hopkins at 08:04 AM
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In Categories Branding
Search Data Reveals Opportunities and Overlaps for Chase and WaMu
October 07, 2008
Chase recently acquired beleaguered bank Washington Mutual. An article on AdAge.com noted that this deal was very different from normal acquisitions because rather than waiting six or more months for the deal to close, the deal closed the day of... Continue reading...
Posted by Heather Hopkins at 08:58 AM
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In Categories Branding | Business & Finance
Lenovo-IBM Brand Analysis
June 25, 2008
Can the internet be used to build brand awareness? How best to measure success of online brand building efforts? An article in Friday's New York Times talking about how Lenovo plans to build its consumer brand presence caught my eye.... Continue reading...
Posted by Heather Hopkins at 09:20 AM
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In Categories Branding
Dunkin Donuts Jihadi Chic Brand Impact Analysis
June 03, 2008
Last week (May 24, 2008), Dunkin Donuts pulled an ad of its website featuring the celebrity chef Rachael Ray holding a cup of the company’s iced coffee while wearing a black-and-white fringed scarf after attacks from conservative bloggers likened the... Continue reading...
Posted by Heather Hopkins at 08:08 AM
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In Categories Branding
