Originally posted by: jagec
You kind of have to go brand by brand on these things if you REALLY want the best pads for your needs.
For example, I could go down to Les Schwab and ask them to put "premium" tires on my car. They would put fairly good tires on.
Or, if I was more of an enthusiast(

), I'd pick out an exact brand and model, and buy them from discounttiredirect or something.
There are all kinds of brake pads. Vital factors include such things as initial bite (when cold), fade resistance (important for towing or HARD driving, pretty much any pad tends to be OK for your average person), "operating temperature" (not really important for your average driver, who has cold brakes all the time...more important if you're deciding between autocross or full track pads), braking power at operating temperature, pad "feel", noise, dust, price, and life.
Full-out track pads are kind of scary on the street. They have almost NO bite until they get hot, and then they'll put your face through the windshield. You have to keep them hot, though...which basically means going around the racetrack and braking at every corner. They won't fade on you, but they tend to be noisy, dusty, often pricey, and some of them tear up your rotors.
More mild autosports pads (Porterfield R4S comes to mind) are designed to be streetable in that they brake OK when cold, but they get much better when the brakes are warm, and have more fade resistance than "normal" pads. They're also going to be a bit more "civilized" in terms of noise, dust, and life. Still, only driving enthusiasts need apply.
Then we get to your consumer-level pads. Since your average person shops by price, and life, don't expect very powerful brakes, don't expect great fade resistance, and don't expect great brake feel, especially once they get warm.
My admittedly biased opinion: If you just want pads that work and don't want to spend much, get the cheap crap. College students and most commuters fall into this crowd. If you want pads that have that extra edge of braking performance and will be less prone to failure (which is rare for any pad, mind you), spend the extra $$$ for a "premium" pad. Don't bank on them lasting all that much longer, but rest confident in your superior and more reliable braking system. Don't go to the racetrack, though. If you really want good brakes, get something that's branded and performance oriented, but do your research so you don't buy full-out track pads and hate them.
That said, the vast majority of people aren't nearly involved enough in driving to notice a huge difference.