I've always used Warn and they have never let me down. I think you definitely pay a bit for the name. A family member has been using Viper winches for a few years now since they are cheaper and has had good luck with them. If I remember right they have a pretty good warranty as well. I've also heard good things about KFI winches, but no experience with them.
I'll tell you I will not EVER own another winch with a steel cable. The synthetic is so much better! After having one with steel that kinks and frays and tears stuff up I'll never have another. Every winch i've owned since if it didn't come with synthetic I put it on before I ever used the winch.
I've also never paid full price for a winch. I troll the Cabelas bargain cave and once in a great while you see a winch get returned. They're usually about 40% off so i buy it weather I need it or not. I think im on the 4th one of those