I often use a store brand, made by Fuji I think. Other times I buy bulk packs of consumer Kodak at Wal-mart or Costco.
I find that how the prints look, depends more on who/where the prints are made, than the brand of film. Some places do a lot of correction or alliteration to make the prints look better. The place I often take my film, calls it 'Vivid prints'...they boost the saturation so that the colors pop. If I take the same film to Wal-mart, the prints don't look near as good. Of course, it cost about double to get prints made at the photo store.
Of course, some film does have better color than others, some film has better contrast than others etc.
Quite often when you see photos posted on the web. The photographer has done some correction/alliteration with software. Weather it's sharpening or saturation or contrast or anything else. You can even make adjustments to simulate certain types of film.
Most of the time, when I have film developed. I have the photos scanned to CD at the same time. It's only a few dollars at this time because most machines are digital anyway and the film is in the machine as a whole roll. Once they cut the negatives to give back to you...it will cost a lot more to get it scanned.
Once, I have the digital files, I can then make my own adjustments (like a digital darkroom) and then make prints that look how I want them to look.