According to consultancy firm Intangible Business the value of Bernard Matthews has dropped £20m in the past year.

Unsurprising news after the Jamie Oliver led Turkey Twizzler bashings and the uncontrollable Avian Flu disaster.

But when a brand is down, the only way is down even further or up, up and up.

Bernard Matthews has chosen the up path, with a new name in tow, adding Farms to the brand name to become Bernard Matthews Farms.

£3m spent on TV, press and outdoor advertising should get the new name out there.

But what happens when such a campaign is successful? What if the ads are so intriguing people want more info? What happens when you reach out to people willing to learn more about the brand?

They Google you.

A couple of headlines a googler (is that a new word?) would see…

“Bernard Matthews worker caught playing football with turkeys “

“The H5N1 bird flu outbreak at Bernard Matthews Holton Suffolk 2007”

Methinks Bernard Matthews, sorry Bernard Matthews Farms, could do with spending some of the £3m budget on online PR to encourage some good news articles to spread the web, and subsequently rank in Google.