If they are both the same price, then definitely get the Gainward.
1. Gainward has a good, solid rep for producing quality cards that O/C nicely.
2. Gainward has a very decent tech dept. / Warranty dept.
3. Gainward is 8x (which doesn't mean much now, but might as well be future proof at no extra cost)
4. Gainward uses a lovely RED pcb
5. Last time I checked, the BOX the card comes in doesn't help performance. Heck, my SLK-800 came in one of the most non-descript, boring brown boxes I have ever seen, yet it is one of the all time GREAT coolers. If a company has to spend a lot of $$ on flash and marketing to get you to buy their products, what does that say about the qulaity of their merchandise?