I stick to brands that have proven themselves to me in the past, and continue to prove themselves. My gear has to live up to my rigid standards, since it's going to be used on a regular basis. I don't do the "shelf queen" thing. If something proves itself, I'll definitely favor other products from that brand even if I haven't used those different products, over a brand I'm not familiar with. Both the Wengers and the Victorinoxes have proven themselves to me (both before and after the "merger" of the two). Same with Rat Cutlery's stuff (now ESEE Knives). TOPS is another brand that's been reliable, as well as some of Cold Steel's stuff. I like some of Benchmade's offerings, but I don't own one yet. They seem to have a pretty solid reputation, though...that's one reason they appeal to me. I know there's a lot of Spyderco fans here. I had one years ago, but I thought it was absolute junk and have never cared for them since. Maybe I just got a bad one, but that experience turned me off to that particular brand. So I guess "brand loyalty" for me just boils down to personal experience.