Every (new) tube is one of these three rebranded...... dont kid yourself. The rest is marketing hype. Your first piece of wisdom is to avoid the chinese tubes.....
I pretty much stick to NOS preamp tubes for the most part. EHX 12ax7's are really good for a cheap preamp tube. Tung Sol are getting good reviews. 9th generation shuguang (chinese) are good but I really like Brimar 12AX7's in V1 better than anything. $35 a piece for a Brimar is purdy steep.
JJ's are my least favorite. Very dark and a bit lifeless to my taste.
Power tubes always go NOS because reliability issues apply to most new tubes on the market. Periodically you'll get a good set of tubes but more often than not one in the bunch will be bad.