I think one is best to stick with the OEM line of spark plugs, unless one finds information from a RELIABLE source that something else is better.
Champion used to be the spark plug for Chrysler......I put autolite in a 1981 Chrysler product....and ended up causing more rotor contact wear inside the distributor cap .
Autolite and Motorcraft seem to be the spark plug for FORDS (there may be exceptions).
NKG and DENSO are the stock plugs for TOYOTA/LEXUS.
That said......you need to stay with the proper plug (part number) for your application.
Auto part store listings seem to list all kinds of spark plugs that I would NOT use.
For my TOYOTA, I see "copper" plugs listed.......when the documentation (including a sticker under the hood) states to use ONLY Iridium plugs.
My owner's manual gives the part numbers for the NKG and the DENSO plug to be used.
With all the marketing, and multiple listings....I can see where there is much confusion over spark plugs.