Branded vs non-branded web 2.0s

Hi.

I've searched but i keep getting conflicting answers - can you confirm:

- Branded web2.0s means using your company/business name i.e. the official tumblr of XYZ.

- non-branded means using a random keyword or fake name.

If so.

When powering up web2.0s (blasting with links etc.) - some people suggest making use of branded web 2.0s.

I fail to see the logic with this as it surely implies that you are doing BlackHat or manipulating the system - since you are directly associating yourself with the given web 2.0.

What then is the benefit of branding the web2.0? What is better branded or non-branded web2.0?

Would be great if I could get a few opinions on this.

I don't think branding is the way to go. Why do you want to tell Google that all the properties are owned by you?

Using a combination of random related keywords, random fake names, etc. is the best option in my opinion.