I have been using a WARN winch for many years. It has never let me down. And if there is ever a problem with it, I even get spare parts. I would never buy one of those cheap no name winches. Because as many here have already said, in doubt everything depends on this winch. I want to be able to rely 100% on the winch when I need it and not save money at the wrong end. I can of course also understand if someone can not spend so much money, but then I would rather reach for a used properly overhauled WARN winch (or other brand winch) than a no name product or depending of what you are looking for get an entry level brand winch instead of a pro one. This all for the above reasons.
Something else that is important to me: besides a good winch that you can rely on, what happens around it. Also the assembly, the wiring, the rope, the hook and accessories (winch blanket, snatchblock, schackles, etc.) should be very well done, in good condition and regularly checked and maintained. And always remember, any recovery situation can be dangerous. Think saftey! Be prepared!