Rod action is the single most important thing I consider when I'm buying a rod. Everything else is secondary so if you are talking American made graphite which I assume you are, I prefer Winston because for the most part, they come closest to the action I like which is medium. Unfortunately even Winston has dropped most of the rods I loved from their line-up.
IMHO all of the rod companies out there today make excellent products that appeal to most anglers. If you prefer to buy American there are lots of choices although most are higher priced than comparable off-shore rods. You can't go wrong with Orvis, Winston, Sage, Scott, St. Croix, T&T or any of the other American manufacturers I forgot.
If you are on a budget I'd say with almost no reservation that what's out there from off-shore around $100+ is WAY better component-wise and performance-wise than what I had to choose from @ $100 many moons ago; keeping in mind that a $100 rod in those days would have been the $700 rod of today!
Warranties are nice but many if not most rod companies are charging a fee for a warranty repair. If you aren't a clumsy klutz you may never need a warranty, (I have never broken a graphite rod, YET!). When you consider even a unconditional warranty repair may set you back close to $75 PLUS freight; paying the full price for a repair you may need on a non-warranty used rod, may make more sense financially.
For example, replacing a broken section on a $600 American top-of-the-line warrantied rod may cost you $25 to ship to the factory and $50-$75 for the "warranty fee". That same repair on a used non-warranty rod may cost you $150-$200 + freight BUT, you may have bought that $600 rod used for $300! Of course if you bust it again the savings is about gone but if you NEVER need a repair; in the case of the new rod you wasted $300; in the case of the used rod you SAVED $300!
Fish or cut bait...?
A big advantage to a warranty is if the rod is NOT repairable, you will get a replacement although that may involve a fee as well. The only down side to a replacement is if the rod you killed is no longer available to offer as a replacement. In those cases you may end up with a replacement rod that you don't like which kinda makes the whole warranty thing lose some of it's value. That's where I'm at. If some of my warrantied rods were beyond repair and parts were not available; the current replacement options don't appeal to me. For those reasons the used market is getting more appealing.
Finally DON'T overlook custom builders. Almost 100% of the time they build on factory blanks that still have the manufacturer's warranty on the BLANK. For everything else the builder will back-up his work and in most cases you end up with a rod that costs less than a factory rod, with better fit & finish and made the way YOU like it. I guess the only down side to a custom rod is that in almost all cases it will have a lower resale value than the same factory rod. But if it is PERFECT and you love it, you won't sell it anyway!
Have fun!