Like twitter, Google+ will also verify the profiles of the brands and celebrities. The process is still on going as Google+ has said brands not to create profiles on Google+, as it will not be there best experience to Google+.
As twitter shows a badge on the verified profile, Google+ will also do something like that so that celebrities and brands can claim there identity. Facebook doesn't provide this feature but it removes the fake profiles as per users reports it.
Google+ has been the fastest growing social network till now, so it also need to work fast on these aspects, as the number of users has crossed 10 million.