In Hump Day Hangouts episode 234, one participant asked how Google decides which brand should rank first when both of them have the same name.
The exact question was:
Hi Guys, one more question, did you ever run into a situation to take the number one organic / gmb rank from a competitor when both your client and the competitor had the same name in GMB, and nearly same exact matche domains? The both shoot for the same exact match brand name. What makes google decide that one brand is actually now another brand, eg one website overtaking the top positions / even knowledge panel in some cases.