Brand Mentions: Building Authority to Establish Market Recognition

Key Takeaways:

AI Search plays a critical role in current consumer behaviour, and when brands get mentioned (brand mention), it’s not merely about creating awareness but building trustworthiness and authority for your brand. Brand mentions are important signals that Google and AI use to assess brand credibility, affecting SEO rankings whilst increasing opportunities for citation in AI answers. Creating quality brand mentions requires excellent content, relationships with influencers, and continuous PR strategies, alongside tracking results with accurate measurement tools to elevate brands as leaders in the digital marketplace.

Consumer voices in the online world, even small whispers, remain powerful and build business trustworthiness, particularly posts across various public platforms including social media like Facebook, Instagram, TikTok, X (Twitter), or web boards. In the era where AI plays a role in searching for online information, brands being mentioned (brand mention) isn’t merely about visibility or awareness that this brand exists, but also builds credibility and market acceptance.

What is Brand Mention?

Brand mention is when people reference a brand across various media, whether social media, websites, blogs, or forums—including direct brand name mentions or indirect references using keywords or terms known within groups without mentioning that name directly.

Types of Brand Mention

Brand mentions come in three forms:

Direct Mentions : Directly referencing the brand name.

Indirect Mention : Not speaking the brand name directly, but content implies the brand, such as “Doctor Pong” referring to Dr.Pong, or “Tok Tok” meaning TikTok.

Implied Mentions : Mentioning keywords or brand-related things without directly discussing the brand or product, such as “waiting to dip Art Toy until I couldn’t sleep.”

Brand mentions may take different forms, whether reviews, praise, or complaints, helping brands understand and perceive problems appropriately.

Examples of Brand Mention Across Online Platforms

Articles or news : Business news websites mentioning your brand’s success.

Product or service reviews : Users posting product reviews on independent review websites or personal blogs.

Social media : Tagging brand names on Facebook, X (Twitter), or TikTok.

Forums or Community : Mentioning your brand in conversations on Reddit or Pantip when requesting recommendations.

Building Authority with Brand Mention

Brand mention is one critical factor in increasing SEO effectiveness according to Google’s E-E-A-T principles (Expertise, Experience, Authoritativeness, Trustworthiness), playing the following roles in creating brand Authority:

Building Trustworthiness

When AI or Google discovers brands mentioned from trustworthy sources (High-Authority Websites) in positive ways, it reinforces the Trust Score for that brand as well.

Creating Topical Authority

When Google and AI discover brands frequently mentioned as specialists in specific topics, such as life insurance, it creates clear Topical Authority, making Search Engines and AI believe your content represents the best information source on those subjects.

Brand Selected as Citation in AI Search

When users search for information with complex questions on AI Search Engines, brands get extracted to summarise as answers. For instance, if you sell health footwear AB and someone searches AI for footwear recommendations for people who walk or stand all day, your brand gets selected as the answer from positive brand mentions across various platforms.

How is Brand Mention Similar or Different from Backlinks?

Backlink or Link Building forms SEO’s pillar, sending signals from other websites to your brand’s website by inserting links connecting from other websites to your brand’s website, helping increase Google search ranking positions.

Whilst brand mention involves referencing brands without requiring links connecting to websites, with critical differences shown in the table below:

Comparison Table of Differences Between Brand Mention and Backlink

Techniques for Creating Brand Mention

Use Content Marketing Strategy

The phrase “Content is King” remains timeless. Therefore, creating valuable, interesting content that solves user problems stimulates brand mentions from various perspectives whilst building long-term trustworthiness.

• Create Original Content and Data Studies with value and uniqueness, making people share or reference brand content.
• Use expertise to present in-depth information competitors cannot achieve, becoming brands that become trusted reference sources.

Build Relationships with Influencers and Community

Another effective and currently popular technique involves building strong relationships with Influencers and creating brand-loving communities in the online world.

• Send products to Micro-Influencers or genuine users for honest reviews (Unbiased Review).
• Create or join Communities and various forums to answer questions and create brand engagement, such as Makro review groups.

Using Digital PR and Creating Online Reviews

Creating content mentioning brands through various websites positively builds brand and website Authority, reinforcing brands to get increasingly referenced in AI Search.

• Publish interesting press releases through media with Authority.
• Encourage customers to write reviews on public platforms like Google My Business or Social Media.

Tracking and Measuring Brand Mention

Tools for Tracking and Measuring Brand Mention

Google Alerts : Notifies whenever brand names appear on websites.

Social Listening Tools : Use Social Listening tools to track mentions on Social Media and various forums (Sentiment Analysis).

Tracking Citation in AI Search : Observe citation frequency on AI Search Engines including Google AI Overviews, Perplexity, and ChatGPT.

Important Brand Mention KPIs

Number of Brand Mentions : Measures how many times brands get mentioned across various platforms.

Brand Mention Reach : Number of people seeing brand mentions to assess target audience reach and awareness.

Sentiment : Analyses message feelings whether positive, negative, or neutral to evaluate brand image in the market.

Share of Voice : Proportion of brand mentions compared to all competitors in the market.

Engagement volumes : Such as likes, shares, comments.

Examples of Using Brand Mention in Real Business

Whether small or large brands, all use SEO and AI SEO strategies with brand mention as core strategy:

Large E-commerce brands encourage customers to post product reviews and images on Social Media or in apps to increase trustworthiness in AI’s eyes whilst helping products get recommended in Visual and AI searches.

B2B Software businesses publish Industry Reports with in-depth information regularly, making news agencies and technology bloggers reference company names as Data Sources, creating Authority through GEO (Generative Engine Optimization).

Create Brand Mentions on AI Search That Truly Work

Current SEO requires using brand mentions to build Authority in increasing website rankings. If your business wants to elevate trustworthiness to maximise benefit for Google rankings and AI Citation, we’re prepared to consult. As a leading AI search agency and AI SEO agency in Bangkok, we offer SEO capabilities focusing on tangible results, guaranteeing marketing outcomes within 90 days, alongside AI SEO capabilities using the ElevateSEO™ technique to help your brand stand out in the AI Search world above competitors across Thailand’s digital landscape.

References:

1. Brand Mentions: What Are They and Why You Should Pay Attention. Retrieved 16 October 2025 from https://dofollow.com/blog/brand-mentions
2. What Are Brand Mentions? Tracking Tools and Best Practices. Retrieved 16 October 2025 from https://www.shopify.com/blog/brand-mentions

Frequently Asked Questions (FAQs)

Why are Brand Mentions Important for SEO and AI Search?

Brand mention is one signal Google and AI use to assess brand trustworthiness. If frequently mentioned from Authority information sources, it helps increase SEO rankings whilst increasing opportunities for AI to select brands to display in answers (AI Citation).

Do Negative Brand Mentions Affect SEO?

Not always. Google and AI prioritise context and frequency. If there are some negative brand mentions but more positive information, the system still perceives brands as continuously mentioned, potentially reflecting transparency and market interest.

Which Channels Should Brands Start Creating Brand Mentions From First?

We recommend starting from platforms target audiences use most frequently, such as Facebook, TikTok, Pantip, or LinkedIn for B2B businesses. Additionally, you can use Digital PR and Influencer Marketing to increase widespread mentions.

How Long Does Creating Brand Mentions Take to See SEO Results?

Generally takes approximately 2-3 months if brands get continuously and naturally mentioned. However, if combined with strong SEO and AEO strategies, results become sustainable and clearly visible long-term.

How Can You Increase Brand Mention Effectiveness Without Seeming Like Advertising?

Create valuable content without hard selling, such as sharing tips, genuine user reviews, or conducting Data Research useful for the industry, helping people mention brands naturally whilst increasing citation opportunities.