What do you mean by brand modifier in Google AdWords? How can one denote a broad match modifier?

A brand modifier is a tool that helps the advertisement provider to create keywords that can have more reach to the target audience as compared to the phrase match. Including modified broad match keywords into the advertisement campaign can help marketers to make it relatively easier to get more and more clicks and conversions at a minimal ROI.

Broad match modifier can be denoted with the help of putting a plus sign in front of one or more than one word in broad match keywords. The words which contain a ‘+’ sign are mandatory to be there in the user search query to give the ads a boost.