Its the color more than the brand. Darker paints need many coats to look good. The reason is that there is more pigment in a darker paint. It is difficult to get an even distribution of the pigment. Light colors don't have as much pigment, so one or two coats looks good. My neighbor painted his family room with a red Porter paint. Porter is a quality, respected name. It took him 5 coats - yes, FIVE coats.