I'd go with the Champion. They have very good parts availability and service. I worry about no-name Chinese brands because when they fail... you pretty much have to buy a new generator.
Oddly enough, I've been reading some good stuff about Kipor. They have a presence in Asia, and seem to be wanting to get into the US market. However, I am of a wait and see attitude. Champion gets their generators from the same Chinese boat, but their parts/service is what gives them an edge.
Of course, there is red/blue. Personally, if given a choice between red/blue, I'd go Honda. Yamaha has excellent quality, but parts and service for red is leaps and bounds easier to find.