It depends on what quality of light you want and how much quality you need. I prefer accuracy, repeatibility, and fast quench times, so Broncolor is the choice for studio strobes. I don't care for video much, but Kinoflo is the way to go for if you need continuous for studio and/or video.
Strobe-wise any of the majors (Bron, Profoto, Elinchrom) are the choice of pros. Profoto is great because almost any rental house or camera store can get / loan you gear should you need more for a shoot. Bron is the best in consistency shot to shot. And, Elinchrom has the Ranger kit which is great for out-and-about shooting with full studio quality.
I usually stay away from the lower brands, Buff, (chinese knockoffs), and other like such - a 200-400K color temp drift and +/- .5-.75 stop variance is enough to drive anybody crazy who is critical of their work or who needs each shot to be identical to the next. Needed some extra heads for a shoot and was loaned some Buffs - yanked them off set quick because they were causing random color tints to the backgrounds, sweeps, and highlights.
If you shoot Pocketwizard TT5/TT1s with battery flashes, then the Elinchroms have a PW adapter that allows you to dial power and ratios from the AC3 to the studio strobes.
Be weary of many of the cheaper lights with their "power rating". Most of them rate the power with a specific reflector combo and greatly hype the ratings. High end gear gives true reading and I can dial actual stops of power into the packs, not just random clicks of power levels.