Hello!
I honestly don't think you can go wrong with any 770, being a proud owner myself, the card will perform amazing no matter what. However, if you want to overclock, or if your case doesn't have very good airflow, you might want to consider cards like this MSI card, it has there famous TwinFrozr fans which will keep this thing nice and cool, I personally have the Gigabyte version, with the Windforce fans, and it runs nice and cool even on load. Sometimes it comes down to preference though, you won't see that much of a performance difference, so it might just be aesthetics. Other than the stock of course, usually the stock heat sink/fan isn't as good as aftermarket.
Hope this helps!
~Sevenater