A company history of quality design and construction with fair pricing. While a number of brand name Mobos get good performance reviews, many of them have BIOS and operational issues that never get resolved by the manufacturer because they have lousy or no customer support.
Many enthusiasts buy based on hardware review site performance data and then wonder why their Mobo doesn't perform as well or has chronic operational issues. Well some companies hand build/pick/test Mobos that they send to reviewers and even use a special BIOS that consumers do not always get. Thus if you pay attention to reviews you will see which Mobos are always near the top in performance and reliability. Those are the boards to buy IMO - not just the Mobos with the highest benches that experience many reliability, operational or compatibility issues