I have his data for customer, and I can't quite get why they say "business name" in Direct, but, also why "branded" sort of implies business name as well.
In this case, this company is a local credit union. Any search of the business name IS the brand. . . so, you would think anyone search for "red hawk" would be in the direct search? Unless Direct search is really reserved for the very specific? Like only if I say "red hawk credit union" it shows up there, and if is just "red hawk" it's in branded?