When I look at GPU's, I generally look for the cheapest one, but I do also take brand name and ratings (on Newegg) into consideration. For example, I'm not going to buy a no-name card with terrible reviews because it's $10 cheaper. Brand would be the third thing I look at, price being first and reviews second (for video cards, anyway).
As for a mobo, I hear eVGA's 680i's are good, as well as Asus's...