Here's my 1mb worth.
I have a generic 32Gb class 10 and a 32 and a 8Gb brand name ones that I use in my Canon dSLR. None have faulted and all take the same time to write to the card. However a 32Gb generic did die on me last year that I had been using in my Galaxy Note phone..
Edens comment re:
may be indicated by the failure of the older 32Gb generic, but it may also have been just a badly made number.
If you have doubts go with Brand name, and Kingston has always had a good reputation.
I use the generic 32 as my primary card. So far I am happy. Well, at least until the 600mb/sec cards come down into my budget range :-)
Trevor