Behr paint is good, I have used thousands of gallons of it, but have not used the marque. Behr Ultra is nice, but premium plus is fine over sound water based paint or primer.
Someone mentioned kilz 123, but I have never heard of a 123 by kills. 123 is a primer by Zinsser. Zinsser primers are the best I have used. Coverstain was my favorite..........even before they came out with the waterbased version. BIN primer is great for smoke damage but I hate spraying that stuff.
The paint and primer combo is a joke. The ultra did work well on weathered exterior wood, without a dedicated primer, when it first came out, but on later jobs and my house, it sucked. I always use a zinsser primer first if one is needed. The primer is not added to paint at the store.........the combo paints are formulated to bond like a primer but it isn't nearly as good as a dedicated primer.
Different colors require different bases. Some of the darker colors in the past used a clear base. Coverage sucked.
Paint is all about prep, and then it is about applying it correctly. Most people use too little, especially when rolling. The roller should never be dry or require a lot of pressure. 2 coats is always necessary for a very good job. Sometimes a single coat can look half decent, but I am a perfectionist and could always see the thin areas from a single coat. The film just does not build thick enough to not leave somewhat transparent dots (usually an 1/8" or so in size and noticeable when you look closely).
Ceiling paint is ****, and I won't use it on ceilings let alone walls.
Over the years, I have used many of the brands of paint available in SoCal, but none were significantly better for application or looks than Behr. Having to track down a paint store and deal with their hours is a major pain and when I went into commercial work, I was at Home Depot all of the time anyway and the late hours were great. Painters will find products they like and get used to a few and stick to them. Other brands in the past were quite thick and I always had to thin them for cutting in. Over the last 15 years, that was rarely needed with Behr, so it made it much nicer. I always have to thin a little for spraying......airless or conventional binks guns, weather it be water, oil, or lacquer.