jameszol - 3:27 pm on Aug 15, 2012 (gmt 0)
rwilson is spot on.
If your example is nearly identical to your situation, then enjoying a 10 or even a 7 on a branded query is great; especially if you don't own the brand.
Reducing cpc is a decent goal; but if I were to assume (probably not a good idea but I'm doing it anyways) that your goal is really to improve your profitability on those clicks, then I would say that focusing on lowering cpc with a 7 and 10 quality score should take a back seat to focusing on ad and landing page optimization. If those clicks cost a lot, then to make more money you will want to filter that audience with your ad copy and you will want to convert as many of those visitors as possible.