I wouldn't bring it up for no reason, but if someone was droning on and on about how Amazon Prime is the best thing ever, I'd certainly mention that Walmart has the same thing but free, and then have a discussion with them about how it is or isn't the same thing , but you have a very good point about branding.:)
Because Amazon's is called Prime and is described as "free shipping". You can tell your friends about it!
"Oh man, have you heard of Prime? You have to get it. It's free shipping on everything!"
Wal-mart's doesn't have a name and is described as "two-day shipping included if your order is over $35."
There's no equivalent quote because I'd probably never mention that to a friend.