When we were deciding which powertools to start stocking, brand was a major consideration for us, along with WEEE compliance, CE Compliance and whole load of red tape you can't imagine.
Ultimately it's why we decided on Makita, despite making very little on the tools, it just wasn't worth going own brand on electrical items. This is a much due to quality perception as it was back up and compliance.
Consumables - sure, if a blade or diamond pad works as well as a branded and is much cheaper people seem quite happy to swap, but powertools seem to be very different.
On a personal level I like quality stuff, if it happens to be a brand then so be it - but I don't buy because it's a brand. I get a lot of clothing from an American firm called Orvis, it's just so well made. But most of my trousers are Ralph Lauren for the same reason. I'm also a bit of chunky monkey so i find American clothes I'm a medium to large but if I buy
UK stuff I'm sometimes struggling to get into XXL. It's the cut more than anything.
Cars I'm a complete brand ***** though, which has little to do with what other people think and more to do with the quality and feel of the construction.