I have little brand loyaty, but I have strong brand preferences. (If that make's sense?)
Bolt action rifles:
Virtually anything German / Swiss / Austrian / Finnish etc.
Would be very unlikley to include a Remington, Winchester, Savage, Ruger, Howa, TC, Marlin, Weatherby, Kimber etc. I just don't like the 'feel', some older Remy's are the exception.
Pump Action shotguns:
I have a Remington 870, and it's the gunsafe nail. It is the trail gun mainly, but I also have a cantilever barrel, and a 30" duck / goose barrel and camo stock for the rare occasions I get a chance to hunt waterfowl. Still regret this purchase, I think I should have gone Browning BPS.
Over and Under shot guns:
Belgium Brownings or Beretta / Perrazzi. Nothing else really comes close IMHO.
Auto Pistols:
As per bolt action rifles, anything teutonic is fine. I could be tempted to buy a S&W custom shop 1911, but I doubt I would when comparing it to a Sig Arms 1911.
If there was a 'one brand' only ruling, I think I would go Browning, nice pistols, fair lever guns, fair autoloaders, excellent shotguns (older versions) auto / o/u & pump, bolt action rifles okay. The best 'all round brand', but they produce no 'bests'. Whatever type of firearm you think of, there is a better 'brand' there somewhere.
As for favourites, I have a preference for Sako and Beretta, but still no brand loyalty unfortunately.
Candocad.