A. Are competitors outbidding you ? If so, you have 2 options. #1) call them and ask if a truce is an option (that’s what we do) #2) defend yourself
B. If competitors are not buying your keywords, then my answer is A/B test your Branded campaign. Start by making sure you are looking at PPC Brand conversions and SEO conversions. If you reduce your budget on the Brand campaign or pause it, are conversions recuperated by your SEO. If not, can you have a better call to action on your pages that your branded SEO trafic lead to ? If your test conclude that cutting budget on SEM = less conversions…. then by all means buy your brand.