asus, gigabyte or evga are the brands you are looking for, even without OC. if you want cost effective pick the cheaper one from you available choices, but as a rule of thumb, its best to get a good GPU brand. Take Evga superclocked ACX 780 as example. Its very OC-able which means that it has good temperatures, so even with no OC it will live longer.
again : Evga, Asus, Gigabyte ( in any order ) are some of the best choices, check some prices, pick one and happy gaming