We Love to have a brand. Get some generics from Whitney ect. 130 watt. Halo's for 19 bucks each. Make dang sure you run them through say Bosh SP relays. We run our lights up here for a reason. On the trail its diff. Good luck bro.
But you generally do get what you pay for as you go up in price, starting with weatherproofing and body integrity. I agree some of it is the "brand" ya know, anything brand name is higher priced.
You need to consider, price, optics, performance and durablity.
Since you want "off road" lights, optics won't be so important, unlike a tight beam pattern required for street use. So you need to compromise between price(which seems like a high priority) and durablity.
and that might be a tough call, I've
never had good results with cheap off road lights from the discount dealers(like autozone, etc.) You can even tell by looking at the reflectors, the pitiful dull reflector surface.
Buying Junk would not be cheap! I would go for the KC's, because they've been "doing this" sort of thing for a long time and you can find somone with old KC's and see how they held up, heck you might try some used KC's.
