Here’s a great post containing some compelling statistics about the importance of a brand in search… pay close attention to the stat that shows about 1 in 3 people don’t know the difference between the paid ads displayed and the organic results. Also of note is the strong role brand awareness plays in driving search queries.

http://econsultancy.com/us/blog/7027-20-stats-you-might-not-know-about-user-search-behaviour