Yep, more info required.
I would consider myself to have a balanced view of vehicle winches and more experience with them than most.
The simple answer is: Buy Warn.
They simply are the best build quality. And as such, the best winches.
Superwinch make some very good high end, and some very **** low end winches.
Goodwinch are a very good brand, you get the impression all the winches are fettled by David and I have only ever seen them operating quickly and quietly.
You can't spend less than about £400 to get something decent.
The problem here is not everyone can afford a £750 winch.
Including myself!
I was looking at a Warn 9.5XP and the used price for them is approx £400, for winch alone, no controls or line.
Buy Albright solenoid or equivalent, and synthetic line, the more you spend the better but I have run the cheapest eBay line for a few years and it has been excellent.
I actually have a Warrior 9.5HS which used to be a Champion brand.
I did lots of research and it looked good on paper, and speaking to the supplier he said its actually a very good unit and is a Warn copy. This matters hugely as the brake design is important to the ****ness of the winch.
As such, I bought one, brand new. I had a few winches to sell so the steel wire, controls, wireless, fairlead etc it was bundled with we're useful for other winches in stock.
I stripped it down when I unboxed it and cleaned out/altered the gearbox lube and checked it through and sure enough it had a warn type brake fitted, this made me very happy.
It has been used plenty since and it is a cracker, my main reason for choosing was this has a belting 60 ft/min free speed, this REALLY helps when you're winching all day to make progress.
I could say buy the Warrior and that's that BUT the only thing in the back of my mind is that I can rebuild my winches easily whereas someone who can't is probably better off with the Warn that wont really need tearing down ever.
Recently had a 1986 Warn M8000 and it was as smooth as a new one, the gearbox components were made out of a different class of material to all the cheaper stuff.
Hope that helps.