I like guns from companies with rich histories in the business, I'm a history buff so I like old companies. Remington of course is one of my favorites, but I've also always had a knee jerk reaction to whatever the majority seems to automatically clings to. But thats another story. I don't think any one company does everything right so I tend to have a certain brand I look to for certain things. If we're talking double action revolvers, S&W owns all, Taurus is good too for the budget buyer. Polymer frames I lean towards the XD line simply because they've always fit my hand better. 1911s colt will always be the best but Springfield is my favorite for current production. Bolt action- Remington all the way. Shotguns- Mossberg. Ruger is in a weird place in my book as I fiercely love some of their models but don't touch others. Ruger semi auto pistols don't do it for me but their single actions are great. The 10/22 is one of my favorites and I love my mini 14. The Ruger #1 is also a great rifle but the bolt actions they make don't really do it for me mostly because of the lack of historical use. Also the Ruger scope mount monopoly drives me insane. I prefer rifles with a weaver.
Handguns get complicated for me as I love certain models but not any one brand. The S&W 4506 is one of my all time fav. .45 autos and the Beretta 92FS is THE 9mm. Walther, Sig, HK and FN all make damn nice semi autos as well. But who can beat a good 1911? Springfield is my go to, but if I had the chance I'd trade them all for a Colt Gold Cup.
So I guess it really is based on the gun and not the name.