Different brands of non-reference cards

[samunars]

Hi guys,
I have been scavenging through the internet to find a decent gpu for my first build. What I have noticed -apart from the fact that in europe pricing is a lot higher than the equivalent of euros from usd- is that certain brand of non reference cards, even with similar clock speeds, have very different pricing. A simple question rose: Why?
I'll bring an example just to make myself clearer: gtx 1060 6 gb, pricing ranges from 300€ (by gigabye) to 395 € (Asus). Is there any difference amongst the cards other than aesthetics?

[Jurrunio]

Brand reputation and how overbuilt they are. For example, Gigabyte has lousy fans which spin slower and get loud at lower RPMs compared to Asus, or even just more expensive models from Aorus (Aorus = Gigabyte). They also run a bit hotter which means you arent getting mad overclocks on one of these. Still, it's good enough and makes up for it with the price.