some people are more sensitive to branding that others. if you're brainwashed by branding you believe the premium brand you prefer is in some way superior to other brands, especially cheaper brands. that is what branding aims to achieve. some minds are easily led by branding, so much so that certain people will refuse to accept substitute products, for example people who cant eat a sandwish unless it has hellman's mayo, no other mayo is acceptable. the victims of branding usually insist that it is their own choice which makes them biased towards the product, a sign that the brainwashing has been performed using stealth marketing. it is very effective.
if you have the ability to resist branding and compare products only on the actual attributes of each product you often find that the budget "own brand" products are just as good, or in many cases better even in terms of taste, texture and quality, however once a mind has been branded it is often too late to rebrand it to accept a new favorite. you often find a pepsi drinker wont like coke, and vice versa, but most will be able to drink either if their favorite is not available. if the favorite was never again available it would usually remain the favorite for many years, even for life. that is the power of branding. even if you accept substitutes and go without the favorite your mind doesnt change, yes you will learn accept the taste, even like it, but your mind wont accept the brand as superior to your original favorite. its irrational, but uncontrollable, which is why companies take advantage of it.