I've been a fan of Colbalt (M2) standard twist bits for years, they can take the heat.
I also have a set of number bits (1-60) when I need to properly size a hole.
Wood bits? I've given up on the really cheap Chinese Forstner bits, though I did buy a set of metric for the +/- capability over the inch sizes. Beyond that they dull very quickly. The ultra cheaps are good for custom stuff like when I needed a flat bottom hole for a magnet and wanted to get as close as possible to the outside face without punching through. Drill a starter, grind the pilot spur off the cheap bit and finish the pit.
Probably more "upscale" Chinese are a set of TiN coated "Columba" Forstner bits that have done well.
Forstner bits give me the flat bottom holes I need regularly and if I make a small centering hole (1/16") the Forstners do well to center on the pilot. I just touch the point and let the workpiece move over, then hold and drill.
Brad points are great for clean entry edges and cut fast. I have a set of Fisch "Vortex-D" which are excellent, but I don't use them as much as the standard and Forstner.