to an extent, if you're looking for reliable build quality, good customer service, quality cooler performance, then choosing the right brand can matter. granted you'd still be able to get what you want with something lesser, but most people want some assurance on the stuff they buy.
as for your question; i'd risk grabbing that 7850, branding be damned. far better performance over the 650ti, for the right price. maybe don't OC the card if you're suspicious of it's build and cooler quality?http://www.techpowerup.com/reviews/AMD/Catalyst_12.11_Performance/1.html