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This blog post might help: http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements

You should do both but when you can have a custom anchor, you should link to the page it correspond since it will create more juice to this page. This is call deeplinking. Link to your homepage when you can't set an custom anchor and that you can only use Site title or something like this. Try to use variations of your site title when doing it so you can achieve a broader range of related queries.