Summary
Brand Placement measures how early in an AI-generated Response a brand is first mentioned, typically expressed as a decile of the text.
Definition
In AI search, the position of a brand mention within a Response can affect how prominently it is perceived. Brand Placement quantifies this by dividing the full length of the Response into ten equal parts (deciles) and recording in which decile the brand first appears.
For example, if a Response is 1,000 words long:
A mention in the first 100 words is recorded as appearing in the 1st decile.
A mention at 450 words is in the 5th decile.
A mention near the end at 920 words is in the 10th decile.
This approach provides a consistent way to compare brand visibility within Responses across different platforms, such as Google AI Overviews or Bing Copilot. Early placement may signal stronger relevance or authority, while later placement may suggest secondary importance.
For marketers, Brand Placement is valuable because it turns qualitative impressions of prominence into measurable data. Combined with metrics like Share of Voice and Brand Visibility, it helps clarify how well a brand is positioned in AI search compared to competitors.
Use cases
Measuring in which decile your brand first appears within AI search Responses.
Comparing placement across competitors to assess relative prominence.
Tracking changes in Brand Placement over time to evaluate optimization efforts.
Linking placement data to Brand Perception to understand how prominence shapes user impressions.
Using placement as a benchmark in Generative Engine Optimization (GEO) strategies.
Frequently Asked Questions
Can Brand Placement vary by platform?
Yes, the same query may place a brand earlier in Anthropic Claude Results than in Perplexity AI Search, depending on how each engine structures its Responses.
How is Brand Placement different from Share of Voice?
Share of Voice tracks how often a brand is mentioned, while Brand Placement tracks where it first appears.
Why is Brand Placement important?
It provides a standardized way to evaluate how prominently a brand is positioned in AI-generated answers.
What does Brand Placement measure?
It measures the decile of a Response where a brand is first mentioned.