OK, a bit of a rant.
Good companies that sell honest products at an honest price are Osram, Sylvania, and Philips. These are not all the brands, but what you'll find at your local auto store.
These companies all sell standard bulbs and extra bright bulbs, and some sort of blue bulb.
American lights and bulbs are controlled by FMVSS 108. That regulation spells out minimum and maximum lumens for a given bulb.
All of the offerings from these companies will fall in line with FMVSS 108.
The standard bulb will put out a good amount of light and last a long time. These will be listed as "OEM" replacement and have a name like, in the case of Sylvania, Silverstar. They ought to last about 750 hours.
The extra bright bulbs will put out the maximum allowable lumens, but at the expense of bulb life. Sylvania calls these XtraVison. They may have lives as short as 250 hours.
The really insidious crap, often sold by companies you've never heard of, are the blue bulbs. These have a blue filter on them, some more than others. The idea is to shift the color temperature into the blue range to be more like HIDs. The filter actually reduces the amount of light that is emitted and you can't see for crap with them. They are legal because they fall within the low end of the output allowed by 108. Some of the bulbs put out nearly the same amount of light as a standard bulb; this is accomplished by driving the filament to the level of an 'extra light' bulb, so their life expectancy is short. Sylvania calls theirs "Cool Blue" and these have a very light blue filter. They are driving the filaments hard to bring the light level up and the life expectancy is on par with XtraVisions.
Some of the blue bulbs are really horrendous, with dark blue coatings. These are known as the "kewl blew" bulbs and find their way onto drifter wanna-be Civics with fart can exhausts.
I recommend Daniel Stern as a good source for authoritative information on lighting. http://www.danielsternlighting.com/
He's supplied me with quality stuff in the past and really knows his stuff.
In short, buy a quality standard bulb. You'll get good light and long life out of them.