Going back to
SEO or Organic Results. if it's text in the source code of a page (whether it be main body of text or meta tags) & that page is permitted to be indexable by a search engine then it's still could be perceived as deliberate.
Another difference is that the brand doesn't have to appear in a sponsored ad for that ad to be triggered, whilst for an indexed page in organic search it does. Thus one is displaying the brand, the other isn't, so which is more right or wrong than the other.
With broadmatching on synonyms (even for brand) as we currently have & the possible pending automatic matching, we are all at the mercy of the algo.
Now if you want to get a list of possible synonyms matching your brand try Google's keyword tool
https://adwords.google.com/select/KeywordToolExternal
Now we have had generic keywords we were using appearing when users type in a brand & vice versa, by using the synonym aspect of this tool we are noticing correlations. These correlations intermittently happen on Google, but seems more so with their main search partners.