JOEL - The term "brain-washing" is simply another one of those derogatory terms(like "cult") critics of the Church like to use to place the Church in a sinister light.
Depending on how you define the term, people (especially athiests) can argue that all religions use some form of "brain washing" in their practices. But it is really an incorrect term. Brain-washing usually involves causing someone to unlearn what he already knows and forcing him to learn something completely different from what he first knew. So parents can't brain wash their children because they are starting with fresh minds. It is a parent's responsibility to teach and train their children what is right and wrong.
Even the Bible tells parents:
"Train up a child in the way he should go: and when he is old, he will not depart from it." (Prov. 22:6)
And tells children:
"obey your parents in the Lord: for this is right." (Eph 6:1)

Even if one is older when they learn about the Church, it still can't be called "brain-washing" because they are not being forced or corerced to change their minds; they maintain their free agency through-out the process.
Other similar terms like "thought reform" and "mind control" might be more appropriate terms to use when it comes to what can happen to a person who gets involved with the more cult-like groups. But the LDS church is very careful in preserving one's free agency as investigators learn about the Church. One joins and remains a member of the Church of their own free choice and because of their love for God.
Normally people use the term "brain washing" for something they believe is bad and they use the terms "learning" and "training" for things they believe are good and helpful. So I guess the bottom line is does the belief bring forth good fruits or bad fruits as the Bible tells us(Matt 7:16-20)? In my opinion the LDS church brings forth good fruits in one's life, so I would not call it brain washing.