How far should Google go with its ‘brand’ boost?

Google loves brands. Google’s Vince update was referred to by many as
‘the brand update’ because major brands seemed to benefit most from it.

That Google would seek ways to incorporate ‘brand equity‘ into its
algorithm is not entirely surprising. After all, in many cases, there’s
an argument to be made that the websites of recognized brands are more
likely to offer Google’s users what they’re searching for when it comes
to particular queries.