First is brand name. Is it a company that has a good reputation and is doing well financially? (at least not on the verge of going broke in today's economy)

Second is do they have a model that fits what I'm looking for.

There is also the factor of past experience with the brands I narrow the search down to. Which has performed best for me in the past?

Then I do a search and ask questions on forums like this one. What have other people found out about the brand/model I'm looking at?

How easy is it to care for and maintain?

I've bought a few on impulse over the years and regretted it later, so I shop carefully now.