Each angler will give you a different answer on this question! Very much depends on personal preference. I have three brands that dominate my takle box Norman, Rapala and Bomber. I have very specific lures I use from these makes and they all applied with a purpose. I will try and explain my logic:
Norman - I use Norman exclusively for mid to deep water crancking, 12 Ft and deeper. Why? The color variety is good and I like the bulky body for a bit deeper water. Crancking in 25Ft to 40Ft there is nothing better than a DD22. A lot of people talk about tuning Norman lures, maybe I am lucky I have never had to tune any of them. I have a lavender shad DLN that runs at a 30 - 40 degree angle, my most succesfull crank in my box!
Rapala - I use Rapala broken backs and Jerk baits a lot, the broken backs I like to fish in areas where there is a lot of structure like jetty's ect. Needless to say it imitates injured fish comming out of the structure. Jerk baits, well I simply believe there is no better Jerk bait that Rapala husky jerk. Again the color variety and if they say suspending they mean it and it actually works!
Bomber - I was asked by a tackle shop to test some Bombers for them because they reckon they were not selling to well. They also put me in touch with Bomber in the US so that I could ask all the questions necessary. Through doing this I realised that the Bomber design is actualy for shallow water action and structure cranking. I use Bomber exclusively for shallow cranking where there is heavy structure, nothing bounce of a stump like a Bomber crank bait. Their color variety is also geared towards bait fish colors which is what the bass will find in the structure.
This is the way I manage my hard bait collection, but I say again it will vary from person to person.
:fishn