I look first at brands that have reputations of quality, and sample those brands offerings until I find what works for me. My set is a hodge-podge. Ping driver, cobra woods, cleveland hybrid, bridgestone irons, scratch wedges, and a scotty cameron. Branding is a factor, but I try not to hold much bias between major brands. Although I do find Taylormade's advertising and marketing obnoxious, and am therefore biased against them...slightly.