If you conduct a search for a brand, you're most likely looking for the official site. Bing is separating the official sites out from the rest of the results for brands with a feature called Best Match.
Here's an example of a search for FIFA. Notice the search box included with the result plus deep links:
Best Match isn't perfect. It didn't recognize Caribou Coffee. Also, the "best match" for Keen was a psychic site, Keen.com. But what about Keen shoes? They were at the top of the organic results below. Perhaps there shouldn't be a "best match" for that keyword?
What do you think? Let us know in the comments below.