I usually like to use the OE plug, but there are exceptions:
Transverse V6 engines with difficult access (often requiring removing the intake which takes hours if not a full weekend), I like to use long-life iridium spark plugs, but I still try and stick with either Denso, NGK, or the OE supplier. Denso Iridium Long-Life seems to be available for more engines than NGK Laser Iridium.
If the OE plug is no longer available (like the Champion RC8PYP that came on many Volvos), I use the most similar NGK or Denso available.
If the OE plug is made in China and/or of a poor design, then they are usually replaced with NGK or Denso. If the ignition system is just hard on spark plugs, then they get iridium.
OE copper plugs often get replaced with platinum (the longer service life is appealing), usually NGK G-Power or Denso Platinum.
A lot of people don't like Bosch, except when they are the OE supplier. Bosch's OE parts are fantastic; many of their aftermarket parts are going downhill. I use Bosch in cars that came with them from the factory, and in the 1MZ Toyota that calls for two-prong plugs for which no other multi-ground iridium plugs exist (if Denso did make them, they would be called SK20TR11). Otherwise, they are avoided.
Mopar Magneti Marelli plugs seem to be rebranded Bosch. AC Delco doesn't make their own plugs; they rebox (some of them are Denso). Autolite makes Motorcraft.
Unfortunately, NGK doesn't make any spark plugs for that Ford truck that uses that stupid 2-piece design, and no iridium options, either. Fortunately, I don't have one of those trucks and don't need to work on one!