BIG brands don't have the upper hand, but BRANDS have a natural upper hand - because they are brands. And you don't have to be big to be a brand, I'm pretty sure we've had this discussion over and over.
If people are searching for 'netmeg' because they are looking for my expertise and authority in some area, and I can give or sell them whatever information or product or service I am offering based on their trust of my expertise and authority in that niche, then boom - 'netmeg' is a brand.
Brand is perception of trust and authority. And people naturally want to interact and transact with entities they trust and feel are authorities, and the more that happens, the more people search for them by name and the more they appear to rise up the SERPs.
It's not too difficult to become a brand in your niche (if you've picked the right niche and bust your butt to become the best in it) but it can be pretty difficult to dislodge one that's already there. You have to offer *something* they don't, and you have to tell your audience that you're offering it, what it is, and why they want it.