There’s an article worth reading on brand CPCs over at
While it’s true that Google push things too far sometimes and want to have their cake and eat it, you can’t afford to ignore the value of brand keywords.
Make sure you set realistic bids on them (don’t pay more than they are worth) and use negative keywords to exclude your brand keywords from other campaigns / ad groups.
Here’s a recent example from a lead generation site in Ireland.
Check out the difference in CPC and cost per converted click!