Black & Decker, the power tools, hardware and home improvement products brand, has appointed Netrank to assist with online marketing in the UK, France and Germany.
Netrank will help increase the market share of online information concerning Black & Decker, monitor the way in which the company is perceived on the Web, help identify strategic partners for its online activity and optimise search engine performance.
Black & Decker e-business commercial manager Peter Langham says: “Black & Decker is a brand that has high awareness in the DIY, gardening and housewares markets, but consumers have often found it difficult to locate our websites.
“As most consumers arrive at websites via search engines, i
t is important for Black & Decker to be prominent online in the categories in which we operate.”
Collette Taylor, account director at Netrank, comments: “Brand fragmentation is a serious problem on the Web and an integrated online brand positioning is the only way forward for major brands.”