Brand protection is a method of removing the bad reviews or bad comments about your company or your products from the Search engine results. In simpler words protecting your company's name from negative publicity.
Your web site is more important than your physical shop or physical company name. Any body can write anything about your company on thousands of websites across the world, after the launching of search engines like GOOGLE any one can search about the company name on internet to find how good they are by reading the comments on the web about the company.
If any bad reviews about your company or products on the top results on search engines, it will definitely reflect your sales as now a days if some body wants to buy anything they will go online and search about the company before buying that product.