If its out of warranty, then as long as the weight is in the range for the engine and the temperature, it really doesn't matter what brand you use. The more expensive brands have more additives to either make it quieter, run smoother, clean out more carbon build up (which inversely can make the engine nosier).
Pick and choose based on how the car has previously been maintained. If the engine is a bit noisy or smokes a touch on start up (valve stem seals on the way out sort of thing) then maybe a heavier oil than normal is required. If you like to thrash the crap out of it, get an oil designed more for stop and go and change it more frequently. Etc.
When you change your oil I do the following;
check your air filter is clean and change as required
check cabin filters, clean and replace as required
check fluid levels, brake, radiator, clutch if you have one, washer bottle,
check condition of cooling system hoses both engine cooling and cabin,
check the multi v pulley belt (serpentine belt or fan belt depending on how old you are
) for tightness (sometime the tensioner fails) and condition, replace as required if its got frayed edges or cracks,
check spark plugs big NOTE here. Spark plugs are your windows to how your engine is preforming. Even if they are in good condition or new even, taking them out and looking at them each service gives you an idea on how well its burning its mixtures and other issues,
have a look at your brakes for wear and condition of discs,
tyre condition, rotate tyres if they are all the same make and model,
maybe change the fuel filter pending on how long ago it was changed, I do mine at least every 2 years or 40,000 kms,
check suspension wear,
look for leaks from the engine, box, diff, steering box, radiator
check the condition of drive boots etc.
lube hinges and locks
Oh and check your tyre pressures
You won't find a dealer does any more than that and allot of the time allot less but will clean the exterior, blacken your tyres and reset the tyres to factory specs which drives me mental. There is a reason I run non factory specs for air pressure in my tyres.
Mind you I do over half of that list every time I wash the car which is every two weeks. Ie look for leaks, check levels and condition of hoses and belts, lube hinges as required, blacken the tyres