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Battle Of The Brands

Starting May 5, Google will allow all companies in the U.K. to bid on any term they want, meaning your competitor could potentially outbid you for the right to advertise against your company's name. As U.K. companies prepare for the change, Stuart Tofts takes a look at some of the stats and possible implications.

According to Hitwise, 91.8 percent of people in the U.K. searching for a particular brand end up on the appropriate Web site. Expect that to change. In the U.S., for example, where Google has never exercised trademark control, that number is just 84.2%.

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