Speaking from my own experience, so grains of salt and all that:
I used to count on Belkin Gold or Belkin Pro cables for everything, as I've never had one fail, not even under abuse like repetitive torsion (as through a very tight MX+ mount pass-through). I can't find Belkin Gold or Pro any more, but it's worth hunting them. Recently I've used StarTech cables to good effect in the cold.
Cables already packaged with higher-end equipment are usually matched to the task. I count on this being especially true for equipment whose makers also make good cables, like StarTech...though 3 years ago and to my surprise I did have one USB 3.0 cable from StarTech fail, so I guess it can happen from any vendor.
By contrast, those cheap vinyl-and-foil cables that come with low-end hubs etc--yuck, I usually bag them separately and never use them. I think the main thing is just not to use those. And personally I don't buy cables on eBay--who knows what those really are.
On failure, consider that it may be the USB port, not the cable, that is damaged. My experience is that high-end cables are more tolerant of previously abused/loose ports--and strain relief improves reliability, too.
Cheers
measuring space rock colors and rotation rates, from Albuquerque NM