Compare on the things that actually differ in your situation rather than on brand reputation. Four questions do most of the work: does the configuration genuinely fit your part mix, how far do service and spare parts have to travel to reach you, what happens to your schedule during an unplanned stop, and what is the cost over the life of the machine rather than at purchase.
A premium brand is often the right answer. If you are already standardized on one platform, if a customer or contract specifies it, or if you are close to a service centre that has proven responsive for you, those are legitimate reasons and no comparison overturns them.
Where we argue our case is service distance and configuration fit. Where that is not your constraint, we would rather you bought the right machine than ours.