A brand's own Google Ads campaign on searches for its name, usually kept apart so its cheap, high-converting clicks don't mix with the rest.
Most brands that advertise on Google run a separate campaign for searches for their own name: the bare name, the name with a product, and sometimes the code searches. Keeping it apart gives it its own budget and bids, keeps its low cost per click from flattering the rest of the account, and makes its reports easy to read.
A brand campaign is usually built on exact and phrase match keywords for the name and its variants, with the name added as a negative everywhere else. For Search campaigns, Google's brand inclusions can also limit a campaign to searches associated with chosen brands.
It's also your best instrument for watching your name. Its Auction insights list the domains in the same auctions, and its impression share, Search lost IS (rank) and average CPC change when someone else starts bidding. Whether to run one at all is a separate question with real research behind it: the guide to bidding on your brand covers the studies.
Google's own help and policy pages first.