Some things that are worth considering:
Can you see the dollars paid in the product? Sometimes that's warrantee and support, sometimes its fit and finish, or steel and heat treatment, sometimes a bit of everything. If you are getting a knife that makes huge claims for cheap, ask questions, same if it's a really expensive knife that looks the same as other brands for cheaper.
Does this brand have a reputation, and is that reputation current. A lot of brand names are no longer held by their original creators, and there are eras in time in which some brands were really good, but maybe are not so much anymore.
Bling or User, are you wanting weird or shiney for a reason, or is someone suckering you with marketing?
A lot of it comes down to what you want. There is a wealth of knowledge here, and if you have a few of those questions answered already, you can ask smarter questions and get direct answers. A lot of the "It's good, it's bad" opinions really come down to use, what do you want to do with a knife, and so buying the "best" might not actually be that satisfying. A lot of it is learning and tastes changing, like every hobby.
Another good thing to do is use the search to get a feeling for brands, there is a lot of trash because people do get brand loyal, but if a common theme comes up in a knife you want, ask yourself if it's something you care about. For example, there is at least one "big" knife brand (Survive is one) who never shipped a product on time, but built a lot of hype. There are others who are notorious for crediting designs, shady business practices, and then there are brands who get trashed for totally subjective measures, but back their product and work to constantly improve. Then there are piles popping up every day as the EDC trend continues to grow, and so many are new to the market (relatively speaking since some brands go back to before WW1) The more insight you can share when you ask a question, people can give you a better and more detailed answer. There are some legit experts here, read their stuff first and ask questions on it second, they probably don't have time to give tutorials but they are legitimately helpful people.