When it comes to myself, my animals, and my family I look solely at two things: ingredients and tolerance. Brand means nothing to me and I often opt for generic to save $.
I use those expensive liver soft chews from vetri-science. Why? Bc Muffin likes to eat them. To him, it's treat time not med time. So it has great tolerance and the ingredients I want... I've tried others including cheaper soft chews... It wasn't as positive of an expierence for him, since I do this every day... I just buy him what he likes. If he took pills better, I'd buy the cheaper pills.