[davemel37]

There are other reasons to advertise in search engines on your branded keywords.

For starters, you have account wide and campaign wide quality scores which impact how much you pay per click across your entire account. Having branded keywords which will have high quality scores can help lower all your costs.

Secondly, your competitors can advertise on your brand even if its trademarked. Owning the top position is cheaper for you and a good idea.

Third of all, You would think a brand would want to own as much of the search results page as possible. It will drive up clicks even on your organic listings.

There are also many case studies that show paid search for branded keywords getting more traffic than just organic listings.

I'll search for a product and amazon all the time. I would just easily buy that same product from Walmart if they had it for less.

Branded search does not mean they will buy from you anyway. It could mean that, but it certainly doesn't guarantee that.