Well,
On these boards you will here 2 responses to that:
1) wire is wire is wire, get the cheapest you can find at a certain guage/content level.
2) wire is wire to a point. The name on the brand are meaningless, but that doesn't mean the wire is a lie. Get what you like cosmetically and build quality wise -within budget- and you won't be disappointed.
For majority of purposes (any system under $10000) anything over $5 a foot is a waste.
If you want my personal opinion, anything over $3 a foot is a waste for mains, and anything over $1 a foot for the rears is a waste. That still gives you alot of big name brand stuff though.
What does that mean as far as shopping goes?
Look for the lowest model line a cable manufacturer makes, and get the highest version of this line.
Sorta like buying a loaded 3 series instead of a base 7 series.
Thats just mind over matter though. No real science. So you know you have a name/quality product, but you didn't break the bank.
Plus when you 'think' something sounds better, thats all that matters.
Seth