Four things, and none of them is the brand. The number on the sidewall is a structural limit, not a recommendation.
Load on the wheel. A tyre is a spring holding up a weight, so pressure scales almost linearly with it. Your front wheel carries less of you than the rear, which is why it should always run a few psi lower.
Measured width. Air volume rises fast with width. Use what the tyre actually measures on your rim, often 1–3 mm more than the label.
Surface. Past a point, more pressure stops the tyre absorbing bumps and starts throwing the whole bike upwards, which costs far more than it saves. Rough ground is faster at lower pressure.
Construction. A stiff casing carries part of the load itself. A tube can pinch flat so it needs a margin; an insert takes the rim strike so it does not.