Having a strong brand is the only way to make money over the longterm, IMO.
Having a brand allows you to sell anything you want at any price you want. Those without a brand are gonna be selling the same generic crap as everyone else and racing to the bottom with discount pricing.
The worst part of all is that not having a brand still becomes your brand! People will know you as the “cheap brand” and you’ll never be able to raise your prices because the moment you do, they’ll switch to either another cheap brand or an already-established premium brand.