The search engine consumers use to find a brand's website impacts both their perception of that brand and the decisions they make while on the site, according to new research by Wunderman, ZAAZ, and Compete. "Search begins with the choice of search engine," said David Sable, vice chairman and COO of Wunderman . "What this means if you are managing a brand is this: you need to know how consumers relate to Bing, Yahoo! or Google and how that reflects on you.