problem with using a no name brand is that it might not really be the actually said GPU.
If could also be a unreputable chinese company that has no worries about closing shop the moment they get caught, and they could be using fake cores.
The only way to confirm would be to run benchmark tests to see if its performing as a R 290, or to pull the heat sink off it, and visually inspect the core for markings which would state its a R290 core.
When you buy a reputable brand, you also get the company's backing that they will honor RMA's and what you buy is really what you get.
Gigabyte is one of the better brands for AMD.

Im surprised to hear it has such a high fail rate.
Maybe you should try MSI then.
they also make fairly decient GPU's and saphire has probably been in the AMD GPU sector longer then both of them.
My personal favorate company for AMD Radeon will always be HIS tho.
All the machines ive built with HIS, were always good. Probably my luck is the best with HIS.
As for the R290 vs 980GTX... id go with what fits your budget more.
Its true the 980 GTX is ground breaking, has new features, is fast and draws low power, but its riddled with new driver problems, and takes time for drivers to mature.
Vs. the R290... since more games are console ported, will run better at launch on most game titles (example Dragons Age Inquisition), has more matured drivers, and is almost 200 dollars cheaper then a 980 but is louder, and runs a lot hotter then the 980.
Considering the fact most gpu's have a top active life of about 2 yrs, or lower, id go with whatever is acceptable in your budget frame, both are great gpu's, will perform solid.
Have you considered the 970 GTX?
You get about 80% of the performance of a 980, with new features, at the near cost of a R290.
Its also just about as fast as a R290, runs a lot cooler, and a lot quieter then a R290.