I find it interesting that cycling is so brand intense, with people paying crazy money for certain names on their kit and reports of people being treated poorly/differently at clubs based on their bike being common. Yet outside of cycling itself theres almost no knowledge of the branding or advertising. When i first decided to replace my knackered old bike with a hybrid for fitness cycling, all the brands were unknown to me, so picking a brand was down to largely irrelevant pros and cons.
I went with a Giant over a Spec/Trek in the end based on price, but it could have just as easily gone the other way. My next bike will probably be a CX or road bike, as long as it has drops decent ratios and can manage trails well, brand will be picked on equipment/price.