Very interesting discussion! It's neat to hear from someone that actually knows how they work on a deeper level.

As for me, I don't necessarily associate a specific level of quality with a trademark, (It's still Hello Kitty whether it's a $0.25 stamped eraser or a $200 gold and crystal necklace of her face) but I do associate it with a certain level of consistency along certain lines.

I do agree with the others though on the franchise/non franchise distinction. I find that especially with food, franchises-unlike a brand in general- are very hit and miss in terms of consistency...