What do I have focus on while choosing a brand?

Most of the people like brands Because of the trustfulness. I also like Adidas and Nike brands. Because I always use these brands, so I knew these brands' quality, that's why I trust these brands. If you are choosing a brand, what are the things you have to focus on?

Before choosing a brand I usually check the online reviews about the brand.If any of my friends are using that brand I will get the feedback from them. Based on the reviews and feedback I will make my decision whether to choose that brand or not.