Download the registry and hold all current registered brand names.
I'm interested in ideas applicable to a decentralized system.
In Viewly, there are 2 types of names.
1.) Permanent, free names
2.) Temporary, proxy names (/w deposit)
If you want to own a name forever, go for the permanent option. The second option is there to protect the big/premium brands.
So far about the best idea I can come up with is your bidding system but using votes for bids. The big brands can easily rally support to their cause and the people who are abusing the name can stricken of it in the same fashion. Something similar to how we vote for witness's on steemit. Instead of it being a battle of the wallet it could be popularity contest.
Would the most deserving entity receive the branded name in this case?
You have not really explained anything to me and of course you don't have to :)
EDIT: I guess "I'm interested in ideas applicable to a decentralized system." explains it well enough.
It is a tough problem alright.
I gathered why it wont work from the other comments. I will think on this for fun :)