I've been searching around the web and predictably they seem to break down into Chinese made brands such as Champion and some more expensive names like Superwinch and Warn Industries, (possibly also made in China).
From the reviews here, it sounds like the lower priced units perform and hold up just fine. Some are probably still better than others, that is where the feedback helps if it includes a brand name. I think the HF ones are labeled, "Badlands".