I think vendor reputation is almost as important (or maybe even more important) as brand reputation. In many cases a brand is just a sticker, and your vendor may well have a longer relationship with their customer.

For instance, telling a brand name cell from a fake cell can be extremely hard, but your vendor knows exactly where they bought them. I buy cells from nkon.nl, who are a high rep local vendor and I've yet to be disappointed but buying a pack that is sealed from a low rep vendor may well incur a lot of risk. You'd almost have to split open the shrink wrap to make sure you got what you paid for. One quick and dirty way to check is to weigh the pack and to compare the weight to the manufacturers spec for the cells. It's obviously not perfect but many fake cells have weights that are wildly different from the cells they pretend to copy (usually due to much lower actual capacity).