I always figured we get what we pay for. I use so little color film that I don't really know the difference between them all. But Kodak's Portra 400 line of films have always served me well. They are a bit more expensive, but the results are amazing. Sharp, beautiful colors, and surprisingly fine grain for ISO 400 film.
In black and white I always use just three films: Fuji Acros, Kodak Tmax 400, and Ilford Delta 3200. TMax 400 gets 80% of the attention, Acros is a current 'fling' of mine that I use for 35mm landscape and pinhole work, and Delta 3200 is for a specific project.
I'm prepared to pay a bit more for my film, shoot more carefully, and always have great results.
But there is absolutely nothing wrong with using Fuji Superia, or Kodak Gold for serious work too. If you know where to get it guaranteed fresh. Past expiration date, I notice color films sometimes get coarser grain, and the colors can get strange tints.