All the ATC'ers that I work with out here (in flight safety meetings) tell me they would prefer the aircraft MODEL rather than the manufacturers name.
They would prefer Skyhawk XXX or Citation XXX rather than Cessna XXX.
Performance and (probable) air crew qualifications/experience are given as the reason why.
(I'm not saying they are right - I'm just passing on what they tell me - but they mostly do things their own individual ways.
One guy told me that the readback he expected for a full airways clearance [levels, next frequencies, squawk code, headings, routing...everything], was a simple "Roger").