I generally use the grade recommended by the manufacturer and have never had a problem doing so, despite the widespread disdain expressed toward the 0W-20 grade.
IDK whether it matters, but I prefer a name brand to a store brand like ST or Kirkland, although both are probably fine for the mild engines most of us have on the short drains most here seem to adhere to.
If I'm going to run 8K+ drains per the IOLM, I'd prefer something with a rep beyond merely being cheaper.
You should also look at CCV/MRV and NOACK in selecting an oil and the reputable brands provide these figures.
The content of costly adds, mainly moly, should also be considered.
Your engine, your wallet, your choice.