Buying New Hardware

When you buy new hardware for your PC, either for an upgrade or replacement, do you make your choice primarily on features, price, or brand?

Almost everyone makes a purchase based on some combination of the three but one of them surely edges out as the clear winner.

I buy almost exclusively based on a device's feature set, followed closely by price. Years ago I bought hardware based only on brand loyalty which really meant that I bought from the only brand that I thought made good equipment. (It was AOpen if you're interested - still a good brand.)

What about you?