Wheel Help for a noobie

[Luna V 2.0]

So I actually want to buy some rims, but I know next to nothing about wheels or any of this stuff. Luckily most of the sites kinda pick out for you what fits your car which is nice, otherwise I'd have even more to worry about.

Now I was wondering if anyone could point me in the right direction from there. I'm mostly doing this for looks so I don't exactly want to spend too much money but I also want them to be light so as not to kill the gas efficiency, so I'll be sticking to 15" most likely.

Does brand really make so much of a difference? I looked around on tirerack and discounttiredirect and the cheapest wheels were brands I don't see around here very much, that's why I'm asking. Mostly I've seen MSW, Elbrus and MB Wheels at the top of the affordable wheels list. Yet around here I see alot of Enkei and Konig, is that just cause they're more popular or is it just much better quality?

Basically I'm trying to say that I'd love to be able to keep prices at under 100 per wheel, but if the less popular brands are less popular for a reason (aka the wheels aren't that great) then I'm willing to spend more.

So if anyone would drop some wheel buying wisdom on me I'd appreciate it.