Comment by Johnny555

The reason I give importance to the brand name is because if the company has been around for a decade (or many decades), it's likely to still be around in a year or two to give me support when the product fails.

If the company resurrects itself every 6 months under a different name, then there's effectively no warranty on the product and there's no reason to think that it's built to be long lasting, since even bad reviews won't show up under the new brand name.