I have owned 4 AR 15s. 2 were Colts, 1 is a S&W MP15T, and the last one is hybrid Armalite upper on a S&W lower.
The first thing you need to ask yourself is whether you want a KISS rifle or a "tactical" rifle.
KISS rifles are simple, Tactical rifles OTOH are set up for whatever you wish to put on them.
The second thing to ask is whether you want a 16" or 20" barrel.
Finally, you should ask about what type of sights you want, A2 , A3 or A4?
Personally, I think the 20 inch barrels are a bit heavy and cumbersome. I myself like the 16" versions.
Also, I have a tactical model which has an EOTECH and a Magnifier on it. Naturally, it has a quadrail, and someday I hope to add a bipod, light, laser for intimidation, and finally a 3X9 or greater variable scope on a quick change mount so that I can quickly go back and forth between it and the EOTECH depending on the situation.
But it's my KISS rifle that I really love the most. I ordered a A2 mid-length upper from Armalite, and bought a S&W lower locally to mount it on. IT IS MY ALL TIME FAVORITE AR15!!! It's light, handy, and simple. I don't have to worry about batteries or extra weight. When I decided to buy the Armalite upper, it was after looking around at all the other manufacturers goods, and coming to the conclusion that Armalite gave me the most bang for my buck.
Now, what about manufacturers?
Frankly, there are so many out there today, that it is hard to make a choice. Companies with good names are Colt, S&W, Armalite, Rock River, CMMG and several new high end companies like Spikes, that people swear by. Seriously, there are so many manufacturers right now that I can't keep up with them. Bushmaster used to have a good name, but the owners sold the company and started a new one called Windham.
However, I've been told Olympic, del-ton, century, and blackthorne are not as good. That doesn't mean that they don't make good rifle, but that their rifles have a higher percentage of problems than the rifles named above.
Some say the best deal on the market right now is a genuine US military 20" upper mounted on the lower of your choice. It can probably be put together for $650-700 and will be of the same quality as a Colt, but at almost half the price.
Do you have any idea of what kind of rifle you want?