More features(more then one video card slot, more usb3, ect) and most times a better power deliver(more phases with better control) and cooling(vrm heatsinks) system for that power delivery system(more extreme overclocking room).
Warranty may also be longer in some cases.
If you do not NEED these features, you will be fine with a cheaper board in many cases. My basic(h55n usb3) gigabyte board has been holding up just fine.
Basic no fancy cooling, but works
More fancy. built in wireless and vrm cooling. May have come with X-fi MB audio software as well