All EVGA GTX970 and non Classified GTX980 are about as good as reference cards with better cooler. So you pay for a better cooler and better warranty but not better card.
Gigabyte, ASUS, MSI, Zotac, Galax have improved PCB and power section, also most of them have good coolers. Not all of them have good warranty.
If you are looking for a card for gaming then really it won't make any difference which brand you take. Just look for the one with good warranty and cooler ( mainly EVGA for US area ).