The main factors that impact speaker wire performance are the quality of materials used and the gauge of the wire. While branded and expensive wires may offer build quality, corrosion resistance, or have a more appealing appearance, it's the gauge that plays the most crucial role in determining performance. Many generic wires can perform as well as their pricier counterparts if chosen with the correct gauge and made from good-quality copper. However, if you're looking for premium aesthetics or specific features like gold-plated connectors investing in branded wires might be worth considering. Remember, though, always prioritize gauge and material quality over brand names.