Like many others, depends, but, more often than not, store brand. As has been stated, many brand names are the same as the store just with different labels. I have found some stores that manufacturer their own foods at times do a better job in some items and not so good in others.
Walmart, their potato chips are horrid, but so many of their store brand items are comparable to main brands including their mayo so more often than not, I buy their brand. Places like Whole Foods, Trader Joe's, their brands are pretty good with most things, but, I don't shop them much as I used to. Publixs, I like a lot of their store brands, with a few exceptions.
Some things will be hit or miss, so, I'll give the store brand a try, if I find it doesn't work for me, I'll go back to the brand I find preferable. I like to save money, so if there's no difference in taste, I'm going with Cha Ching into my pocket of savings.