For a brand name it depends on how good the portfolio is.
It's not about only game quality though.
If a brand name uses security that ruins the game joy or demands being online all the time etc etc...
you know... stuff that make players mad if malfunction... a brand name might have negative impact on future sales.
If some games are glitchy and bugged to death, then the company might be actually doomed.
The bigger a company is the more the expectations.
But if the company is serious, it might have a great impact on buying a game.
Now on a small company, or an indie studio, or an individual...
I personally am very forgiving to a starting small indie team.
Especially if they make good, quality and nice games.
Take for instance Sugergiant Games and Bastion. Now they released Transistor.
Bastion was epic in my opinion. Now One day I will surely buy Transistor.
I don't know anything about it. I will just go and buy it though.
I trust them from their first release.
Check also guys that have a name and a portfolio of successful RPG Maker games.
Need a few guidelines?
Check out
Laxius Force series,
Aveyond series,
AND...
Millenium series.
These are just a few examples of successful RPG Maker game series
.
Now if you tell me, there is a new game by... "INSERT INDIE DEVELOPER HERE"
that has a brilliant past, well... I will buy the game, no questions asked.
What makes someone hesitate in getting a game in my opinion is a high price, from a newcomer.
Indie scene needs a few smart moves first.
For instance what I plan to do, is to start with a free good game.
Hey! I mean GOOD! Seriously. A game so good YOU would give money for it. But you give it for free.
If it's an RPG, it should be at least 25 hours long, well made with a great story and as much original content as possible.
What you actually achieve is publicity. A free game will be downloaded.
If it will be good, it will be recommended.
Now having your own webpage is important.
More people will visit your page.
They will get the game.
They will play it, enjoy it, talk about it to more people.
You will then make an announcement of a sequel (or a new game) that you will ask money for.
And you will have to make it at LEAST as good as the free.
Then there will be people that will say:
"Hey! This person made a great free game in the past. Gee I would give money for the free game. Let's get the commercial to support the person".
Another thing that makes someone actually buy an indie game is the visual and audio artwork.
The more original content, the better.
Finally... good ideas are the cores of great games.
Think like a customer.
You have no idea what this game making team (or individual) is.
You google it.
You find out a free game to play and good comments.
Let's say you like the free game.
Will you give the commercial one a shot?
Brand name HAS impact. That does not prevent you to succeed though.
So that's all I have to say.