theres a raging debate about whether branded cables introduce any difference in sound quality. very scientific tests have revealed no noticeable differences between expensive branded cables and cheap generic hardware cables as far as sound quality goes.
i guess the main difference will be in your specific use- eg if you need balanced connections, RCAs, PL, XLRs- all of these mediums have their places. probably the best cables have to be shielded and they should fit well into the I/O ports. ie, are they low noise cables.
of course, sticking to a brand that hasnt failed you is good for your own comfort.
recently nagpaassemble na lang ako sa audiophile: klotz cables with neutrik plugs. no problems whatsoever, as expected. They sound great, and noise is minimal.
but honestly, i havent noticed much difference from the no name cables i used to use.