Personally I resist the idea that a brand owns my attention because I used a keyword What kind of keyword are you referring to here? Because brands do own cert

Personally I resist the idea that a brand owns my attention because I used a keyword What kind of keyword are you referring to here? Because brands do own certain keywords, they're called trademarks. If you don't want a brand to feel entitled to your attention, don't include registered trademarks in your search query. (Yes, I know, trademarks are limited to a specific market segment. Doesn't invalidate the basic premise of searching on trademarks though).