Here is my take on rod selection. You can go about it 2 ways, some anglers like to use the same type, size, and action of rod for every bait so they get a consistent feeling all the time. I've know a bunch of people that use this and are really good fisherman. As for me i'm still experimenting myself. I'll switch rods all the time untill i find one that i really like. The ones i like the most are:

6-6 med action rod with a 4:4-1 gear ratio for crankbaiting
6-6 med-lt action with a 6:1-1 ratio for Topwater need alot give in this rod, seem to lose less fish with this, also a great rod for shallow cranks, and Rattle-traps
6-0 med to med-lt with a 5:1-1 for spinnerbaits, found a shorter rod and shorter handle increase accuracy
7-0 med to med-hvy with a 5:1-1 for just about any bottom bait.

Everything else im still using the general 6-6 rod with a 5:1-1 ratio, seems to work good with just about everything.

As far as rod and reel makers go, my only advice is to buy the best you can afford. there is a very big difference in a $40 and $200 rod. But if you have to go cheap i agree with everyone else, go cheap on your moving baits (cranks,spinnerbaits,and topwater) and spend the extra money of good rods for Jigs and Worms the extra sensitivity and less weight really pay for themselves in the long one. But just remember we all used to catch fish with a snoopy-rod at somepoint.