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I know a guy who owns a guitar store and sells his own line of guitars, which are relatively inexpensive and made in South Korea. He tells customers that his guitars are "made in the same factory that makes Fender guitars." What he doesn't tell them is that his guitars use cheaper parts and electronics.
The name on the front of LCD TVs doesn't matter as much as what's inside. I'm a big believer in 1) reading reviews, both user and "pro," and 2) trusting your own eyes and judgment. If you go to a store with 20 different LCD TVs, you'll probably see three or four that stand out to you. Then just read about them in the store on your smartphone or tablet, or on one of the store's Internet-enabled laptops on display.