I have owned high end Panasonic/national, Sanyo and Zojirushi. All worked great, but the zojirushi has been my favorite. However unless you make rice at least once a week I would not spend a couple of hundred for one. The cheaper less fancy models will do just fine. I would spend $70 to $100 on a midrange one or up to $500 for a high end if I made a lot of rice or got one that also did other things I use like doubling as a slow cooker, steamer, or hot cereal maker or if I made rice several times a week. I have never had a bad Zojirushi product I love my Zo bread machine maker too.
Robert