I have favorite models of rifles and shotguns made by several manufacturers, but don't like one simply because of the brand. How the rifle fits me, how it shoots, looks, balances; how it meets a particular need, how it works with a scope, etc. are all important.
Accuracy, or how well it can be accurized, is very important to me. If a particular design doesn't shoot very well from the factory and doesn't respond to bedding, trigger work, etc.. I don't want it. If it is too heavy, too light, doesn't fit well, or not well balanced, it's not going home with me.
I'm partial to bolt-action centerfires, but own lever, semi-auto, and bolt rimfire rifles that all shoot well. All have been "home gunsmithed" to shoot better than when they came from the factory.
My favorite deer rifle is a stainless Rem 700 BDL with two stocks...an HS Precision Sendero stock for hunting/target shooting and an Ultra-Walnut with carbon-fibre sandwich for the 11 months of gun-cabinet/range show. Both free-floated/bedded stocks shoot to the same POI!!! A good hunting load shoots under 3/4 MOA.
My favorite centerfire range rifle is a wood stocked, bedded Tikka 595 in .223 Rem. With recent handloads, it shoots between .2" and .4" at 100 yards. The trigger is fantastic!
My go-to ranch rifle is a wood-stocked, 1980's, pillar-bedded Rem 700, .243 Win with a custom stainless barrel. Prior to the caliber change from .22-250, it won many turkey shoots and killed numerous varmints. The caliber change allows the rifle to handle larger varmints and works well as a grandkids' deer rifle.