Smart SEOs have been preaching brand for years and years now (& so has Google if you read between the lines).
For some time Google has appended prior search queries in AdWords. In some cases they also show ads for related search queries, append your location to the search query for localization, spell-correct search results based on common search trends, and (as the Vince update showed) they can also use search query chains & brand related searches as a signal.
As far back as 2008 Google sugested previous query refinements for organic search, but they haven't been very prevalent thusfar IMHO.
While researching another article, I was searching for some browsers to see how search engines were advertising on various keywords, and after searching for Firefox I later searched for SEO & saw the following:
This is yet another way brand familiarity can boost rankings. Not only are you likely to score higher on generic search queries (due to the Vince & Panda updates), but having a well-known brand also makes Google more likely to recommend your brand as a keyword to suggest in Google Instant, makes people more likely to +1 your site, and it now also can impact the related organic search results further if people search for that brand shortly before searching for broader industry keywords.
Source: http://www.seobook.com/google-appends-prior-search-query
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