How can you measure an impact of one brand versus another on the China Internet?

Lets look at the 3 famous NBA basketball players on China web. How popular are the super stars, Yao Ming, LeBron James and Michael Jordan in China? Each can be considered as a “brand name” or unique “Key Word”.

Below is an example of what insights Baidu can show regarding these NBA “brand names.”

From this research on Baidu we can see:

/ What name is more popular in China, who has (today) the most attention in public sphere.
/ What web sites and blogs have the relevant articles talking the super stars.
/ What is the geographic distribution for popularity for this brand/ NBA star.