How can brand beat retailer on broad generic terms?

How can brand beat retailer on broad generic terms   Recently I realized that retailers almost always ranks better on generic broad non-branded terms over the branded websites.   When it comes to searchers` intent, it kind of makes senses since when users are searching for non-branded terms they want to compare as much options as possible, so the landing page of retailers will almost always be a better landing page for this kind of intent compared to brand.   So my questions are   Do you agree with my theory? If so, or not, how can brands beat retailers on broad generic terms.   Let me know your thought or experiences,   Thanks