Well my say...
I am not ashamed to go for brands, and I think they offer value for money. But that does not mean, I only go for the BRAND. I check out the product features, and if they are good, and bring a smile to my face -- I purchase.
It also clearly correlates how much importance I want to give to the device. For example, I am not a music buff (5.1 and all that jazz), so I am still using desi PROMAX speakers. But I am a gaming freak, so went for the highest ATI cards available at that time. I needed a fan controller, but was happy with a rs 600 local OEM, I could have ordered one for 4K too...!
Also reputation/research/past history with company/current offerrings count a lot. I will be purchasing a 24" monitor tomorrow. Could easily manage Acer/BenQ, but have read umpteen reviews (research) about dead pixels, DOA..so am going with DELL (past history with company).
There are some brands I always give the wide berth. There is a deep rooted reason for that. Example would be: Sony Erricson phones. Wow...! They make excellent phones, but I just do not like their interface, so never bought one. But I am also open for change. I always used Intel CPUs. But after trolling forums like this, my next CPU, 'might' just be an AMD.
When I go for a product I prioritize it like this:
1. How fond I am of that product. (This will clearly dictate my engagements levels for the below mentioned). Like I love my GPUs, PSU. Or I love watches.
2. What all is available by the different companies. (This takes care of functionality/feature rich, enhanced functions, compatability). These is very straight forward, linear process.
3. Once (2) is narrowed down upon, then I research parallel products. I.E from different companies, irrespective of brand. And research them out, ask friends, troll forums. This step usually takes the longest. Is the most fun too. This is very abstract, and perception driven. Most of our 'question seekers' are in this phase when they come here. They know what they want, for what they want, how much they want it for, but they just do know which to get. Confused...!
4. See if budget fits. And buy it. PRESTO....!
One can definately not say any of the below are true.
Should always go for brand or branded broducts are not good. It is too debatable to be generalized.