Go for one of the top end cards from:
Gigabyte
EVGA
ASUS
MSI
I have 2 of the higher end factory overclocked cards, the EVGA GTX 970 ACX 2.0 FTW and the Gigabyte G1 Gaming GTX 970. As in previous posts, I don't think there is a single 'best' card overall, but rather it is based on your build and situation. The EVGA I selected because of its small size and high factory overclock.; I have this card running in a small form factor PC that doubles as a media/theater pc for me. It's fans are pretty quiet (most of the new GTX 970s seem to have zero idle fans which means that they don't spin up until under load, which really helps the noise level). This GPU is a solid choice if you want a killer card right out our the box. The cons are that it is one of the most expensive at US$379. At $10 bucks less, The GIGABYTE G1Gaming GTX 970 is really well engineered, has a high factory overclock, and in my opinion, some of the best components. This has an 8 pin and a 6 pin power connector, rather than 2 X 6 pin like the EVGA and the rest, also other solid components giving it greater OC potential. Finally, and this may be important to you, the G1 has much more flexible monitor connections 2x DVI, 1x HDMI, 3x DisplayPort.. The EVGA has 2x DVI, 1x HDMI, 1x DisplayPort; Last thing to consider is what do you want to do in the future? Sticking with well a known brand, if you desire to pick up a second one later on to SLI, that shouldn't be a problem. Plus these tend to to retain resale value the best on ebay etc, if you might decide to sell it one day to upgrade to something else.