NVidia is the company that has created the 1080, and that's their standard. What they make, they do it the same, every time. So, the only thing the brandnames can do is make the card better by factory overclocking, and they decide how to sell them, at what price- usually at or above MSRP. (Sales don't apply). The biggest factors in deciding what brand of 1080 you want are in the details- such as, 'Which one is more aesthetically pleasing?", "Which one is cheaper?", "Which one has the best reviews?". "Which one has the highest factory overclock?", "Yadayadayada--"
Now, alot of people decide based on how it looks, how good the cooling solution is, and the price. It's true that your budget dictates the quality level. For people with bottomless pockets, aesthetic and cooling usually guide them. For people with modest budgets, they can usually still manage to find something that they like the look of, has a moderate fan system/waterblock, etc. And those on tight budgets typically only get what's cheapest, or what fits.
If you're asking for a definite best overall, my personal opinion is between Asus and EVGA. EVGA has some of the nicer looking cards (to me, anyways, I like the black theme), and I've never heard but a few EVGA horror stories. Asus' STRIX cards usually take the cake among enthusiast gamers. Aesthetically pleasing, great quality, excelling cooling.. very nice overall.