Research on SEO/SEM Effects on Brand Equity

On 13:44:55 20 October 2006 AndrewTyler wrote:

 

I am trying to find a case study (or seven) about a business that has used search engine marketing to enhance their brand and improve their brand equity in the public eye.  For example (this would never happen), but if McDonalds were to optimise their site for keywords like 'health food' or 'lose weight'.  The effect would (in theory) be that people who were searching using such generic terms would come to associate McDonalds with losing weight and healthy food.

Put simply, I am after a case study of a company that has used SEM to enhance their brand equity and that has tried to measure the ROI in terms of brand perception equity.

If you can help, or know someone who can, I'd be much obliged.
My company (Wheel) has just merged to form LBi.  That is why my email signature is LBi, but our E-Consultancy membership exists under Wheel.

Many thanks,

Andrew