I found two things apply to finding a favorite gun.

The first is how well it works... how effective the gun is in getting the job done. I have a Savage 24 Camper's Companion over and under in 22lr/20 GA Magnum. It's lot's of fun, very accurate, light in weight and fits me like a glove. It's taken grouse, squirrels and a whitetail deer with a slug. With a load of buckshot it makes a passible defensive weapon. It's my favorite long gun and I own my share. I wouldn't care who the maker was - the design is great. I just wish someone would produce it in stainless steel. A revolver I carry is in the same catagory. It fits the bill and I wouldn't care who the manufacturer was. It just works and has all the right features.

The second consideration is looks... how it appeals to the eye. Could be oiled wood or deep blue. My thing is rugged durability. I prefer stainless steel and synthetic stocks, strictly from a utilitarian perspective. I've got a great stainless .375 H&H. It's a work of art from a purely practical perspective. Shooting it is about as much fun as being body-blocked by a Volkswagon that didn't quite stop at a pedestrian crossing. I don't put myself through that too often.

Once in a while you find a gun that has both qualities. I carried a Thompson SMG on the job for about a year. It had both eye appeal and complete reliability. Come to think of it, it was made by Savage. The maker didn't matter.

Yep, it's not brand loyalty. It's what works for you and/or what turns your eye.