Issues of branding and so on are more complex than we techies seem to often think.

If you really want to learn more about how they work, I have heard Information Rules by Shapiro and Varian (both well-known and respected economists) be highly recommended by people who should know. I haven't read it myself, but it is on my list of books that I really should get around to one of these days. (Particularly since I got a copy for my brother and he liked it...)