For me, the choice as a consumer between a so-called "private label brand" like Pams versus a "national label brand" like Uncle Toby's is easily summed up.

Am I buying canned tomatoes, or a television?

Whether fair or not to canned tomato producers, I don't care what brand of canned tomatoes I buy. They're just going to get chucked in with a bunch of other things to create a meal that's quickly consumed and forgotten, with all the packaging and branding going in the bin.

A televison, on the other hand, is going to be there for years and its long-term performance and look matters. Because of the significant outlay for a telly I am quite happy to pay for a brand with the high specifications, and associated cachet, that label branding will bring.