Making The Cutomer's Mind Up.
I don't know if it was just a British thing, but I remember when people used to ask "what make is it?" especially when they were talking about vehicles.
It also applied to white goods, electrical products and, I think, clothes. It was a question filled with aspiration, but it must also have reflected a belief that the "maker" was an important part of the equation.
I don't know when that attitude changed. I'm not convinced it has. Going back to thinking about makes and marques would be a terrific antidote to the pompous entitlement that pervades so much skin-deep branding.