It makes sense, and there is no right answer, however when taking on that debate, here are the five biggest reasons to buy your own brand keyword?
In the image above, bidding on their brand terms allows Jeep to own the blue area on the search results page, otherwise their competitors could swoop in there and take it.
If you do decided to buy your own brand keyword, and my opinion is that you should. It’s important to properly set-up attribution so that the campaigns that drove awareness receive credit. This helps to know which keywords and ads are successful – otherwise all of the credit will go to your brand campaign.