Branded search, also known as branded keyword search, refers to searches that include the name of a specific brand or company. For example, if someone searches for "Apple" that would be considered a branded search because it includes the name of a specific brand (Apple).
Branded search is important for businesses because it can strongly indicate brand awareness and customer loyalty. When people search for a specific brand, it typically means that they are already familiar with it and interested in its products or services. This can be a powerful signal to businesses because it suggests that the searcher is a potential customer further along in the sales funnel.