For years the 3 big names in winches were (in no particular order) Warn, Ramsey and Superwinch. Over the last few years more and more entries have made their way into the market. Some are "branded" models, that is actually made by a big name but with less features, warranty, etc., or one of the many models to hit our shores from the Far East. MileMarker, Smittybilt, Gorilla, China Dongfeng Power Tool Factory, Tabor (Warn Value Series), Bull Dog, and T-Max, to name a few.
As with any product you will always find some folks that have had good and bad luck with any particular item. However, a winch is not the kind of tool you really want to take chances with and it would serve you well to study what's available before plopping down any cash.
Considerations will include capacity, electric or hydraulic, internal or external solenoid, gear type, line speed, amperage draw, line size and length, steel cable or synthetic line, type of fairlead, how well unit is sealed depending on whether you play in water/mud or dry climates, built-in compressor or not, weight of winch, mounting specs...have I left anything out?
Remember that it is a recovery tool. You won't use it every time you wheel but when it is needed it better damn-well work! Overheating on long pulls or gears slipping while you rig is being hauled up a waterfall or ledge just won't cut it.
I'm not saying that you have to go out and pay premium bucks for the biggest, baddest winch out there but in general, the old adage "you get what you pay for" holds pretty true.
Now for me personally, I run a Warn Thermometric 9.5Ti and have been extremely pleased with its performance when called upon. I'd certainly recommend it, but there are a lot of other choices as well.
For some just plain good, basic winching advice check out:
Pirate4x4.Com - Extreme Four Wheel Drive
http://www.pirate4x4.com/tech/billavista/Recovery/Warn_guide_to_winching.pdf