How Google recognises Brand name? And ignores attested keywords?

[eshrag]

Hi community,

Our company name got attested with our industry keyword over the years; which also primary keyword of our homepage and all of our industry competitors. Best example is... Moz turns to Moz SEO for fraction of the audience or users. Again this is an example. Now if Google thinks "Moz" is only the company name, does it ignores the word "seo" completely? Or Google gives negative score for employing "seo" after "Moz" across all pages? Does the "seo" word will be considered or ignored in this case? How Google recognises the company name?

Thanks