I would go Warn ...There are two types of winches, Warn and all the rest.
This is what Warn wants you to believe.
Meanwhile, Sherpa (arguably) makes a superior product.
Just about any 8k+ winch from a reputable company will serve the average jeepers for a long time. Especially on a lighter yj.
Just research what options you want:
...there are others, but that's the short list.
All solid choices, and would likely serve you well.
As far as " off brand" winches, I sure wouldn't. Do your own research.
If cheap is your priority, here you go:
Amazing deals on this 12000Lb Electric Off-Road Vehicle Winch at Harbor Freight. Quality tools & low prices.
These are cheap, reliable-bulletproof.
Biggest downside is they're ugly and
They'll pull you out of a jam.