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For me brand is a factor, but not the only factor. In fact it's usually either a negative or a tie-breaker more than the one factor that makes me choose a specific device. For example, there is a brand of cell phone I will not buy. I worked a warranty exchange desk for a cell company and one brand had such a return rate that I'll never touch their products.
All else being equal, I'm more likely to buy Sony hardware at a given price than another brand because I have had good experiences with their hardware build quality over the years. Features are more important, because I won't spend anything on something that doesn't do what I want - but once I've got the required features down I'll worry about other things more than optional features.
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