Based on what I've seen (read), ASUS seems to be the most "premium" MOBO manufacturer out there, with Gigabyte in second place and MSI third or tied for second. I've read that MSI's fan controllers in the BIOS are a little more up to date than Gigabyte and I can confirm that Gigabyte's are a little less user friendly and flexible. AsRock is a budget brand but I've read a lot of positive reviews about AsRock from people who use their stuff, and I don't seem to read a lot of negativity about the brand. I think that in this case, go for the motherboard that fits your budget with the most desirable feature set.
If it comes down to two different boards, try and see how easy it is to contact customer service for warranty/RMA issues just in case you get a bad board or something breaks. I personally will chose a company that has a phone line to call for RMA problems over one that only has e-mail or online support only.
As others have said, you're going to read about a lot of DOA and bad motherboards in Newegg reviews and what not pretty much regardless of the manufacturer. There will be some that are worse than others, but by and large motherboards are the most likely component to fail or be broken in a PC. This is a sad truth that we have to deal with, and you should always buy a motherboard with that knowledge in the back of your mind.