Brand names talk to the old brain because they activate the idea of safety. A brand name means that the item is not an unknown. And if the brand name is positive to you, then the brand name signals safety to the old brain. (If you have had a negative experience with the brand then it will be the opposite. I had a bad experience with Panasonic once many many years ago, and for over two decades I wouldn’t buy anything made by Panasonic. Recently I’ve reluctantly let go of that “ban”, but I still prefer not to buy Panasonic. I can’t even remember what the product was that upset me so much, but in my head Panasonic = maybe not reliable).

https://www.blog.theteamw.com/2010/03/09/100-things-you-should-know-about-people-29-brand-names-talk-to-our-old-brains/