Philips is generally a safe bet, and G.E. + Osram are as well. The generic crap at Home Depot and Amazon and Walmart that costs 1/4 as much will probably perform awful, but could be a hidden gem. Some dead giveaways are total lack of heatsinks and low price, but higher price does not necessarily equal good quality.
Like any informed consumer you must read every retail-based HN comment thread ;-]