One of my first HS summer jobs was for a really small SW company store... So I was kind of brand loyal to them for decades. I still consider them probably one of the best - sure, they're expensive, but they work. Cool aside - I learned HOW to color match. There really IS an art to it, and it's not just the sample but the lighting it's under. Took me a few weeks of practice until I felt confident to know which bases and tints gave you what results. Probably one of my 3 favorite early jobs - I only wish they did better business so I could have stayed on.
Another one - Zinnser. More of a commercial brand, but I figure if they're good enough to paint bridges over salt water, they're not going to fall off my walls. Unfortunately, like SW, have a full wallet and an empty credit card. But they formulate some AMAZING stuff you can't get anywhere else.
Ben Moore is about in my intermediate range, again only because I like what I like, but nothing wrong with it!
I avoid Bad News Behr, only because why only put down 2 coats of quality paint every decade when you can put down 5 coats every 2 years? Chalky, thin, and yeah.
The color match thing is, well, remember what I said about it being an art? Well, you're relying on an old and abused TV camera under store fluorescent and arc lighting at 5000K to accurately capture the sample color, then an old and buggy computer program will take a best guess how to duplicate it, and have it show up on your home walls under 2700K incandescent lighting.