How important is "brand name"?

How important is "brand name" when purchasing audio equipment? I noticed that some brands that advertise in the magazines have no Retailers in the San Francisco Bay Area. I have been getting referred to a Retailer in another state and so no auditions of any kind. Some brands have a very small following and so selling used equipment for this brand is very difficult if not impossible. The Retailers for some brands have limited other equipment so that auditions are not possible. Some popular brands that were hot last year and are no longer in business. Some Distributors change their distribution channels and Retailers get dropped (this happened to me on two brands that I own). Any comments? thanks..