Are brand keyword worth it?

[Anoopchawla]

Hey there, I was wondering are brand keywords really worth it. What I mean is a keyword that is with the brand prefix like "philips MP3 player".

Considering top 3 results are almost always taken by the brand sites.

My question is: is it possible to outrank big brand sites like philips and get in top 3 (because this is where most of the traffic is).

I personally feel it should be possible because not all 3 rankings from the brand site are relevant to the keyword and most of them are ranking just because of the site authority. What's your take on this?