After trying several brands, I stick exclusively with Fuji when I shoot film.
Fuji is balanced for brighter colors, so you get much more pop in the bright blues of the Florida skies, the bright reds and yellows of Pooh, and the greens of the vegetation. Kodak, on the other hand, is balanced for portrait work; it dulls all the colors, which improves the look of skin tones, but washes out everything else. I have never taken an outdoor shot with Kodak film that didn;t turn even the bluest sky grayish white.
Fuji film is also substantially cheaper than Kodak, especially if you buy it at
WalMart. A four-pack of ISO400 24exp rolls is less than $7.
I settled on ISO400 for my Disney pics. Yes, I know that 100 or 200 is better for outdoor shots, and yes, I know that 400 is better for indoor shots, but with a good camera Fuji 400ISO still takes excellent pics in bright sunlight, but gives you an extra bit of leeway in the darker indoor areas when you don't use your flash.