It's definitely something to do with a wide range of IP's/accounts/locations searching for the same thing that influences it. I'm working for a site now that has really no SEO, but they're widely known offline for their customized products. People get to the site almost exclusively typing some version of "brand name" or "brand name product." While they won't rank at all for "certain product," when you type in "brand name" it will auto complete with the products they're known for offline, as well as marketing campaigns they've done.
Edit: As well as one autosuggest being a brick and mortar location (the city) that they no longer operate out of. Which was another search term people would add to the the end of "brand name"
Hope that provides some more insight.