Hi James,
You've been doing this long enough to know havent you?
There are a number of areas to concider as its different for all programs . . . consider the following:
• Are the traded marks on the brand unbreakable and enforceable
• Is there broad matching in by competitor and other affiliates
• Are their competitors deliberately bidding on brand coz the can
• What does the Brand + Generic Landscape look like
• Will affiliates be able to support your PPC search efforts by keeping competitors from stealing your clients sales
Right there are loads more so drop me a line if you like and we can look at the search terms getting the most volume for your client and work out if the group is able to reinvest the money from brand into brand + generic and add value to your client. Most cases they do, as you know you can only technically have one display url per Google account so your coverage will be limited on your own. Yahoo is the Wild West and you’ll more than likely need affiliates supporting you in that space as you can’t police much there.
cheers
Tyson