1) Noise both at idle and under load
2) Temperature under load
3) Warranty
4) Price
Brand "rep" isn't any kind of consideration. Only suckers are "loyal" to any brand and will end up with an inferior product sooner rather than later, given every company's tendency to screw things up periodically. An example being those who still parrot the line about Sapphire being the only AMD cards worth buying (as their Hawaii/Grenada/Fiji cards were amazing), despite their RX 480 being kind of garbage compared to MSI or XFX's. Or the mess EVGA made of their 1000 series lineup, though I suppose nobody can be blamed for buying those at the time, since the issues weren't known because the paid shills unbiased reviewers failed to mention/spot them.