Please Google "branded v non-branded keywords"
It depends on the demographic and niche.
For example, "Xerox printers". Most would say that it's a branded keyword. Xerox is the company and owns the patent. Only they could have produced and sold their "brand" for years. However, those in corporate cultures evolved with it that "xerox" became like "googling" for searching for something. It became a noun and verb all in one.
So, people searching and landing on your pages might not even be looking at all for a Xerox brand printer, they might be looking for a type of commercial printer that is similar to it. The same is true for a lot of other types of keywords.
This is one of the reasons that a lot of people get legal notices if those Brands can find an IM'ers website using branded keywords. They don't want the search phrase to get so generic that their customers start associating those brands with comparable products and services.
The same happened on WF with "Drip Feed Blasts", "Social Signals" and a few other services. Those service names became phrases that people would search for and are now so generic that it's likely they aren't even looking for the originating service anymore when searching, but a feature type. Which means that their conversion nature changed.
So no, just tossing brand names in a keyphrase isn't always going to give you a better conversion rate. It might increase your traffic some, but more often than not it will just lead to additional bounces unless you know your demographic better than they know themselves and give them what they are really looking for. This is why split testing and landing redirects to additional related offers based on past and current behaviors are so effective.
