Enterprise SEM : How To ‘Protect’ Brand Keywords For Less

Every year, brands spend millions buying their own brand terms on search engines. The reason businesses buy their brand terms is simple: failure to purchase them will likely result in competitors showing up at the top of the paid search results when a user types in your brand, an obviously untenable situation.

This isn’t advertising – it’s coercion. Advertising implies a conscious decision to promote your company; coercion occurs when you feel that you have no choice but to spend money to protect your company.
This article suggests some alternatives to the current state of affairs and, more importantly, gives you some easy ways to reduce the cost of brand protection on the search engines
http://searchengineland.com/how-to-protect-brand-keywords-for-less-121566