But what has branding got to do with the OP's question?
Victorinox consistently delivers. That is not a product of branding, it is that of good investment in, product development, QC and its workforce.
The strength of this brand is defined by its quality... not the other way round.
IMO, better to say that branding (marketing) and quality need to be understood at the same time.
Victorinox had and outright monopoly for a good long time, a cozy deal with the Swiss government/military for a long time and reestablished a monopoly with their purchase of Wegner (2005ish). Through all of this, they've been able to parlay the brand of "Swiss Army Knife) into the status of a globally recognized "generic trademark", like Kleenex or Band-Aid.
http://en.wikipedia.org/wiki/Genericized_trademark
Imagine if Rough Riders came with soft stainless blades with a tendency to roll or burr when rubbed against soft kittens, scales that fell off or cracked and blades/tools with widely varying pulls? IMO, on the face of it, the Victorinox isn't a "boringly consistent" knife as Woodrow put it (not that you're wrong, Woodrow) but a consistently middle to bottom of the pack knife that is perceived as being good: a) by merit of the basic utility of camper pattern, b) the near universal dominance they achieved in the 1970s backpacking revolution and c) the global brand recognition they've achieved since then.
OK, what follows here is from a former kid who carried Ulster campers when he was in Scouts and who knew a snotty rich kid who carried an SAK. Call it sour grapes...
World War II changed America's approach to outdoor recreation. US soldiers came back carrying all sort of things used in theatre that were common in Europe. European skis and ski boots changed American skiing. (John B. Allen's book, Skisport to Skiing is a great read). Small camp stoves like the Svea and Trangia helped bring about low impact camping. Crampons and ice axes enable mountaineering to flourish. The European style rucksack laid the ground for the emergence of the internal frame backpack. One of the post WWII imports was the Swiss Army Knife. European hiking boots dominated all hiking and climbing shops (until Merrill).
In the 1970s, the term "Boy Scout Knife" still had near "generic trademark" status. It meant a 4 blade camper made by Ulster, Camillus and many others. But the US knife market started to teeter while the SAK (ahem) soldiered on unnoticed and unchallenged in the backpacking and climbing stores all the way through the 80s. Towards the end of the "Boy Scout Knife", you could see the writing on the wall when Camillus starting making scout knives with red plastic scales. Buck tried a similar thing making the "Swiss Buck" knives. Ugg.
IMO, the global game was won by the 80s. Schrade and Camillus were staggering and Buck and Case turned away from the camper, hiker and scout crowds, conceding them to Victorinox/Wegner. Only Leatherman could challenge SAK after that.