Are you talking about clothes or food or electronics? To make a stab at the answer - I know some men that are not brand conscious at all and some women couldn't care about the brand - they just want value and quality. Young women - adolescents and teen and early adult women are, generally speaking, VERY brand conscious, Make-up, clothes, cell phones, electronics - got to stay in the loop of what is hot. But guys can be the same way.
In my house, no one is brand conscious. But then I never raised my children to be that way and I was never given the opportunity to think that way.