> The important piece of information is "is this brand good, right now, when I'm looking to make a purchase."
Right, which is the very thing that makes branding less than useful. You have to research everything before every purchase regardless of the brand precisely because the brand is no longer a good indicator of quality. That means that the brand doesn't mean much. Just because a brand signified high-quality goods yesterday doesn't mean it signifies the same today.
No, but nothing's forever. The important piece of information is "is this brand good, right now, when I'm looking to make a purchase."