MSI, ASUS, Gigabyte, EVGA are all good brands, go with the one with the best warrenty and best price. Though EVGA has (or had, its been awhile since I checked) a program in which you can upgrade your card within 90 days by sending it in to them and paying the difference for a better card.
The other things to consider is how the card is cooled is it a reference heatsink or aftermarket that they put on, and which would work better for you.
To put it short there is no easy answer for this in my opinion. It comes down to what you want specifically after you narrowed down the card you want, as there are a lot of options available between these quality companies.
in my opinion evga is the best. 3 year transferable warranty. good cards. and i like precision x over msi afterburner for overclocking the 600 series cards. as the boost clocks are weird. ive had 4 cards from them over the years. including my 2 680's and have been good to go. and like hella d said. as long as you dont overvolt your card and literally cook it, your warranty is all set