From what I've seen "brands" are not outranking highly targeted location based pages/sites. I checked and had some other people check, because I'm not from the location the site is ranking for wrt the generic phrase, and we saw location specific results in the results above major brands, not all from the site in question, but location did seem to "trump" brands.
I just checked and I'm seeing location specific results at numbers 2, 3, 7 with wikipedia (yeah, cool, it's not even a wikipedia type query) at 1, so as far as organic clicks go, most are likely to go to 2 and below. (No one I know of would click on wikipedia for the query.) The other results are the "major players" (brands), but there's definitely location specific results above them for the generic query I'm talking about based on what I'm seeing.