Branded search is a term invented by Barry Adams, which refers to a search that includes the brand name of an organization or company. Examples of branded keyword is Microsoft, Microsoft Windows, Microsoft Corporation. Keywords that do not include brand names are referred as non branded keywords. Non branded keywords usually are used by new and unique visitors while branded keywords are used by customers that already know your company. You must analyze the non branded keywords in your analytics as these visitors probably do not know about your brand but they may be interested in your products/services.