Brand doesn't matter as far as build quality goes. They all have failures. Customer service is what counts. That's why I usually buy EVGA, even though they are mostly reference designs without all the bells and whistles of the Twin Frozrs and DirectCUs.
I don't completely agree, there are small differences in quality, like fan bearings, cooling systems and other components. MSI military class for example uses better capacitators and stuff i don't know the name from But indeed the customer service is what counts.