In many Japanese cars, the owners manual will have 2 spark plug part numbers, one for NGK and one for Denso.
That makes me think that one brand is not any better than others.
LEO99, some Toyota models left the factory with NGK plugs. The 3VZ-FE had 3 Denso spark plugs and 3 NGK spark plugs.
I buy NGK plugs because typically the perform the same way as OE, and many cars leave the factory with NGK.