1. Yes!
2. Yes, you can definitely have preferences! You can even have prejudices, and that's okay, as long as you know you're prejudiced!
3. Correct. Allow yourself to be surprised, and give credit when it's due.
4. Absolutely. There are whole teams of marketing and salespeople who are trying to woo your dollars/Euros/Yen/Yuan out of your pocketbook.
5. One can dislike a brand for any reason. Although I hope that the reason is well founded and well researched.