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Embodiments of the invention relate to performing brand analysis based on user's interactions with search results. In one embodiment, at least one search result list is analyzed. The search result includes a set of items corresponding to at least one search request submitted by at least one user. The set of items in the at least one search result list is determined to include at least one item corresponding to a brand analysis target item, and at least one other item. A selection by the at least one user of one of the brand analysis target item and the other item from the at least one search result list is recorded for the at least one search result list. A brand analysis metric is generated based on the recording. The brand analysis metric indicates a ratio of selections between the brand analysis target item and the other item.