In today's competitive business landscape, brands must take proactive measures to establish themselves as industry leaders and remain relevant in their respective markets. Two critical metrics that determine brand success are brand awareness and performance, and share of search. By leveraging strategic marketing tactics, businesses can effectively boost their brand performance and share of search, thereby securing their position in the market.

Brand Awareness and Performance

Brand awareness refers to the extent to which a target audience recognizes and recalls a particular brand. It is a critical metric that determines a brand's ability to penetrate the market and generate sales. On the other hand, brand performance is an evaluation of how well a brand performs in terms of revenue, profitability, and customer satisfaction. A brand with high brand performance has a competitive advantage and can withstand market pressures.

To improve brand awareness and performance, businesses can adopt various marketing tactics such as social media, influencer, and content marketing. By leveraging these tactics, brands can create a strong online presence, connect with their target audience, and build brand loyalty.

Share of Search

Share of search is a relatively new metric that determines a brand's visibility in search engine results. It refers to the proportion of search queries that a particular brand receives compared to its competitors. Share of search is a critical metric as it indicates a brand's market share and its ability to capture the target audience's attention.

Pernod Ricard's Jameson serves as an excellent example of a brand that has leveraged strategic marketing to boost brand performance and share of search. By optimizing their advertising spend, they have witnessed significant growth in the US market and have the potential to gain more market share against competitors like Jack Daniel's and Crown Whisky.

In conclusion, strategic marketing is critical to boosting brand awareness, performance, and share of search. By adopting various marketing tactics such as social media marketing, influencer marketing, content marketing, SEO, and paid search advertising, businesses can establish themselves as industry leaders and secure their position in the market.