I like NGK for the little combustion engines around the house and use them in the Honda lawnmower, the snowblower, the Troy snowblower and the Husqvarna chain saw, etc. My Toyota dealer uses Denso plugs for the 4runner but I selected NGK as they come perfectly gapped which is supposed to be a critical dimension to changing spark plugs with the 4runner. I don't know about the other brands, but these are consistently correct as received.
I did consider the other up-market plugs as they are only a few pesos more, but the stock plugs look great when removed and I only change them because I believe in PM. My 4runner has 153,000 miles and the coil packs and wires are original and still light the plugs well. (I will need to replace these to keep with my idea of PM, but not yet) I will change again in 30k miles but don't expect to see any signs of wear then. Are the improved platinum, or iridium better? Probably, maybe, I don't know, but these babies absolutely work, stay clean and the wear on the electrodes is barely able to be distinguished after tens of thousands of miles. The argument to a long lasting plug fails, I think, in that it is nice to see how the plugs burn and can warn of head gasket problems before they bloom, or an incomplete combustion robbing you of Exxon dollars and causing high levels of pollution, not to mention the loss of performance. Where they make sense is the case where the access to the plug is difficult or one just does not get happy from looking at spark plugs for fun. I don't get that, but I know you people are out there.
These plugs have a crush gasket and I am old school and like that over a bare plated plug. Read the web elsewhere as there are about a zillion hits on the benefit of gaskets or not, and the use of anti seize or not. I also use anti seize and as long as one keeps the goop off of the electrode and does not over torque the plug as a result of the compound, you will have an easy time removing the plug next time. Do not over tighten these, superman, and you will soon be burning every molecule of gasoline put into your cylinder. You probably should add-on some dielectric grease for the application to apply to the rubber rim of the coil packs and the wire to the coil pack, as it is cheap insurance to keep corrosion away. Permatex makes good stuff for any automotive application. Okay, I'm off to look for something else to fix/maintain or clean on my trusty 4runner.