How much is a Consulting brand-name worth?

Suppose you get 2 jobs. One with a brand name consulting form(IBM, ACN, TCS)...etc The other is a Top company in its industry. The non-consulting form pays more than the consulting position-- say like 20% more(combo of cheaper city and slightly higher pay).

Both long and short term, I would like to make as much money as possible. Long term, consulting sounds better given the brand name. Is my line of reasoning right here? What would you do in this situation?

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