At some point you may need to buy a new washing machine. If you knew nothing about washing machines, you might have no information to work from.
However, maybe you saw an LG commercial at some point. So now when you walk into the store and see an LG washing machine, that recognition leads you to consider it. Maybe because of that commercial, you saw a feature. Now when you look at the Samsung washing machine and it doesn't have that feature, you consider that model to be lacking over the LG machine.
A personal anecdote here: Amazon now has so many different brands and sellers with product lines I've never heard of before. Their ratings have long since lost meaning. I often find it very difficult to decide on even simple purchases because I don't have enough information to know what is good.