How hard is it for a national brand to win for Superlative qualified non-brand keywords?

[GSI]

Is it worth trying to target non-brand keywords with qualifiers like: best, top, good? Naturally review or comparison sites are built to target these keywords/searches, but can big brands compete in this landscape? Does anyone have any good examples?

[MichaelYork]

It's not impossible by any means. It will vary heavily on the keywords and the competition and subsequently if it is worth it based on the search traffic.

My recommendation for steps:

1. Identify the phrases you are thinking of
2. Search Keyword Tool on Adwords to identify the search traffic that warrants it
3. Check the competition out for those pages
4. Make a decision on what to optimised based on that