EVGA is definitely a great company and I've rarely (if ever) heard anything bad about them. They definitely (appear to) care about the customer.
MSI is usually hailed to be a good company at least in the US and are serial based. That's very important for resale since I/we upgrade regularly (right?).
Gigabyte also appears to be serial based, however they haven't publicly stated it so it cannot be guaranteed.
I've had terrible service from ASUS. Last winter they promised an RMA on a card without a stock cooler, which I verified online, via email, and then on the phone before sending it in since I didn't believe it myself. So, I sent the card in and waited a couple weeks until they informed me they need my credit card to continue. After putting me on hold for 3 hours (literally, no exaggeration) they promised to send me a new card the next day, apologizing profusely. What do you know, despite literally talking to 4 people at ASUS, they sent back my original card saying they can't do it. I actually have emails etc. with the paper trail documenting it (not making it up unfortunately).
So yeah I will personally avoid ASUS after that.