In fact, it used to be called “brand restriction.” You can include your own brand, competitors’ brands, or whatever brands you’d like. Brand inclusion only works with Search campaigns that ...

Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.) ...