I don’t have a specific brand I seek out. But I do have specific requirements. In baitcast reels, they must always have aluminum frames and brass gears. I won’t settle for less, or “more”, the more being aluminum gears or magnesium frame or whatever else space age material they use. When it comes to aluminum gears I truly believe they are inferior to brass and incapable of remaining smooth. I’ve seen too many expensive reels with them that felt like a coffee grinder while my cheaper reels with brass gears were still smooth even after years of use.
Since the specifics of my choices seem to generally align with reels in the $100 range, this makes them very affordable, so I never worry about trying to catch them on sale, although it is nice to catch a sale when I’m looking for a reel, if the timing is right. Last year I replaced my aging Abu Orra SX reels with new Bass Pro Extremes. I bought four of them at once and managed to find them on sale for $60 each so that turned out nice.
Also I seem to have a preference for the Doyo manufactured reels (Pflueger, Lew’s, Abu and their knockoffs, and even one Daiwa, the CA80) so that’s why I went with the Bass Pro reels. They fit my hands well and are light weight enough without being too light weight. I like a little weight to feel like I have a substantial tool in my hand instead of something fragile. That’s purely a state of mind, but the feeling is important. Usually these reels are 7.0oz to 7.4oz, which works out well for me. Then there is the cosmetic factor. A reel must appeal to me and these tend to do that. When I’ve settled on one model as my choice, I buy them all the same but in different gear ratios. I DO NOT mix and match baitcaster brands or different models.
For spinning reels my wants are much the same. They all need to be from the same brand, and have a similar feel. A brass pinion gear is a must, but as far as I know, nobody makes one with a brass drive gear also, so a zinc drive gear and brass pinion will do. For as long as they are available, I also won’t buy one that does not have the on/off anti-reverse switch. This seems to be a feature they’re starting to remove from reels, but I use it. Also, handle bearings are important to me in both spinning and baitcast reels. I had that hangup years ago but later thought maybe it didn’t matter that much, so I bought two spinning reels without paying any attention to that detail. One was a Daiwa Fuego LT and the other an Exceler LT. Neither has handle bearings, but the Fuego can have them added. The Exceler cannot. After four years of use, the Exceler paddle grip now has some slop in it that can’t be fixed. So I plan to order and replace the handle with a reel handle from a Bass Pro Shops’ Daiwa made Carbonlite 2.0 spinning reel. Should be a direct swap, and I know that handle has bearings in it already. I’ve had one before. I’ll also get some bearings and add in to the Fuego too. Concerning the baitcast handle bearings, I’ve already converted my Extremes to 9 bearing reels by adding bearings to replace the handle bushings.
Otherwise, on spinning reels, one crucial requirement is the weight of the reel. The Daiwa 2500 size 7.2oz reels are perfect, and nearly all others of similar size are too heavy by a full ounce. So in that regard, I’d now be brand locked to Daiwa for spinning reels.