I'm going to say yes.

I think bikes are like most things that are sold used, brand is really important. I used to buy/sell a lot of motorcycle parts and gear and I stopped buying certain brands because they were too hard to resell when I was done with them even if they were of similar quality than the name brand stuff.

Some brands hold their value much better than others (Cervelo? trek? cannondale?). Part of the reason is when people go to look for something they will search specifically for those brands and then push the used price is higher. Go buy a $800 Trek, Cannondale, even bikesdirect bike and you will probably have something that holds onto it's value better than a mongoose/schwinn even if the frame is exactly the same but with different decals. Don't feel bad for the company, they made the choice to devalue the brand when they decided to start selling cheaper stuff at Walmart.