I jest, I jest... sort of xD
I'm amazed IBM is still so high up as a brand.
Though tbh, the whole thing (as with many concepts of the ilk) feels a touch broken to me.
Also, I don't get brand loyalty. To me, I use a brand in very much the same way I use an author of a book.
This person / brand has a history of bringing out good quality things I like, so I will keep an eye on things they continue to bring out, and be more willing to give them a slight benefit of the doubt if I am unsure.
However, it does NOT mean I will pay double price just to have that name on it, nor does it mean I will take everything from the person / brand whether it is decent or not.