People buy brands in most cases. Why does General Motors sell several different brands of cars when under the cosmetics, many of the different brand models use the same engines and components? People tend to buy the brand and in many cases stick with that brand for a long time.
Why do you think companies spend millions of dollars on ads and promotions to build their brands and the buying publics recognition of those brands and their desire to own it? The more desirable the buyers perception is of a brand the more he will pay for it in most cases.
There are still many lift truck purchasers out there that believe that Cat lift trucks are made by Caterpillar as you did Exalt. That is an example of the power of a brand.