I have a BFG Tech card now and it came pre-overclocked and I'm very happy with it. Before that I had a Sapphire. It couldn't overclock for tophee, but it also did me well.
With me, since there are so many good companies, I guess I do tend to go for the cheaper one, yet, I would do my research first, and if its got bad reviews, would step up.
Evga for example though good, tend to be alot more expensive than the other makes.