To be honest, things nowadays are quite generic, I'll usually be on the lookout for 3 things: 1) Warranty period and type of warranty 2) Price (age old dilemma, you pay for what you get, pay cheap get cheap, but pay more doesn't always mean good) 3) Salesman attitude/knowledge. You don't want to be cheated (you no say, this one add more money, that one u want need add money, I said xxxxx ma) A sales person who advice me on hidden cost etc is a good sign, in that case, I wouldn't mind paying a little extra already. Then he will give you honest tip, I've met one guy saying boards that are scratch-resistant etc, he showed me the flaw in it, in other words, how to really protect it my flooring. Mind you this are all before we confirmed the deal. Anyways, back to the topic, brand wise I won't pay much heed to it if warranty is good, otherwise, Inovar is good, my friend using it, so far so good, had trouble during the installation time, but other then that, everything good.