My two cents...
I personally didn't care much about a badge (hell, I drove Vauxhalls for years!) but for me it was about total cost of ownership - both depreciation, the finance rates and the actual discounted price via a broker. I would have paid more for a SEAT or a Skoda or an Audi.
Given that the engineering is largely the same across VAG, the Golf was the sweet spot for me, although it does depend on the way you want to fund it - I needed PCP.
The only other point worth mentioning is the interior space - again, coming from a large car to the Golf, the Golf represented the minimum space I needed. The SEAT was too small (in hatch form), the Octavia too big (in estate form - no hatch and I needed a hatch not a saloon), the A3 sportback would have been fine but the money was too much for me.
So not about the badge or the engineering, it was just those things.
As I said though, your circumstances may be different.