Does game branding matter?

Just a quick one today: I'm wondering who out there buys products because they have a branding association with their favourite game?

We've seen a few World of Warcraft bits from Belkin, Steel Series and more recently Creative. These products may offer some tangible benefit to WoW users but do they and ones like it sway your purchasing decision over other products? Likewise, if you don't care about their game branding would you buy them anyway if the product does what you want?

Let us know your thoughts!