INTJs are
very "brand-conscious." We just don't select brands based on popularity or prestige, so much as usability and functionality. See the "
INTJs; Inferior Se; and Horrible Taste in Automobiles" thread for more analysis.
"Brand" is just one piece of information among many that INTJs use to decide on a purchase. This can occasionally coincide with the most popular brands. More often, from what I've seen, it results in a tendency to look very closely at the "second-best" brands, which are often cheaper and of just-as-high or higher quality. INTJs go for quality, but heavily weigh diminishing returns in terms of price. E.g., when buying a computer, an INTJ doesn't get the most advanced CPU: he looks for where the price curve "bends" (right before it shoots up by a factor of 2x or more) and gets that one. Usually such a chip (or other technology) has been proven to be of high quality in the market, and just isn't the latest bleeding edge any more.