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Hitwise Report: Using Hitwise to Protect Your Brand

November 2008

Marketers spend hundreds of millions of dollars developing their brands offline. How much of that spend is going to waste as brand names are hijacked online?

The problem is enormous. More than one in ten US Internet searches for leading brands is led away from the brand owner's website. Online businesses need to be aware of the extent of the problem and to understand the best ways to deal with threats.

This new Hitwise report will cover:

• The growth of branded and navigational search queries and what this means for marketers.
• Where brand searches end up - at the brand or the competitor website.
• Identifying all of the possible brand permutations used by consumers.
• The extent of the risk to brands plus specific recommendations to combat brand 'hijacking.'
• Analysis and specific examples of how to use Hitwise to find and monitor companies trading on a brand.

Author: Heather Hopkins, Senior Online Market Analyst, Hitwise