I remember years ago (1979) talking with a guy who owned a 69 Camaro drag car. He was using Autolite plugs which at the time seemed to be closely aligned with Ford. I asked him how come you are using Autolite plugs and not A/C Delco? (I was 17 at the time).
His response was: "Being a drag car I am checking the plugs , changing them, etc. fairly often and many times I am doing it when they are hot. When I drop an A/C plug 50 % of the time it cracks, this does not happen nearly as often to me with the Autolites"
He went on to say what the others have stated here, that so long as you have the correct heat range, size etc for your application just about any plug will work.
I use Autolite and have used the shorty Accel plugs (for header clearance). But that choice was formed years ago when I use to sell both brands and those were the plugs I could get the best deal on! (I use Valvoline for the same reason!).
I use Bosch in my wife's Volvo only because that is what the manufacturer calls for and its not worth it to me to go against their recommendation.
The only plug that I will not use is Champion, I have had bad luck with those .....although admittedly it was probably my fault for using the wrong heat range or something rather than the plug.