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The most memorable example of this for me was a long time ago. I was newly married and very poor. I was just starting to build my tool collection in the apartment.
I needed a circular saw to repair some craigslist furniture. So I carefully went around to the hardware stores looking at the prices. They were all more than I was willing to spend.
Then in Walmart one day I took a look at what they offered. It was pretty much an exact replica of the top of the line model at 1/4 of the price. The box was a bit dusty and next to another saw with the same name and UPC. It was obviously a newer box of the same item. It was the cheapest looking thing I could imagine. Completely different from the older one. It looked like a great way to lose some fingers and toes.
I grabbed the solid looking one and walked happily out of the store. It's had a lot of use since then, and it's still working flawlessly. I am still the proud owner of all my fingers and toes.
Ya I have found some ultra cheap gems from China that were either equivalent or surprisingly, superior in quality for a ridiculously low price. Makes "you get what you pay for" a little more of a blurred line.
Evaluating products based upon quality not being loyal to a brand ca save you a ton of money.
Brand loyalty is taking advantage of the brain being lazy. It doesn't want to reprocess every little thing. So when something has worked well in the past, people tend to grab the same brand. It takes a lot for people to reconsider their choices again.
Once companies break the brand loyalty due to shit performance, it is extremely difficult to get it back. This is why mismanaged brands that have gone to shit, always attempt to rebrand themselves.