Hello there,
1. What games/ programs, what resolution, what fps target?
2. In my experience most gpus that are of the same type perform about the same, maybe just a few percent difference. In my opinion, just find one at a good price with decent cooling, overclock, size and looks.
3. I know many videos may say that some manufactures offer much better performance, but if the cheaper card can easily handle the refresh rate and resolution of your monitor do you really need the extra performance? Just something to consider.
4. Gigabyte and EVGA seem to offer good options at about the same price. Especially Gigabyte because of the triple fans. It will probably stay cooler better and be quieter. But do some more research and don't just listen to my opinion.
Hope this helps!