There are many brands. In pretty much any brand $200-$300 will get you a quaility cue. Most of the more expensive cues are made the same as cheaper cues it's just the materials used in, and the amount of inlays(designs), generally just looks. One of the most popular brands is McDermott. Their plain classic cues are around $300 and range up to custom one offs that are $4000-$5000, wide variety good place to start.
You also need to think about your style of gameplay. Finesse shooters and power shooters will have totally different tastes in types of cues. Not only is there a cue to choose, but also tip, joint, wrap, taper, etc. Also as you play and adapt to new techniques, your tastes may change. All in all, there is no "best" pool cue: this is the type of game where everything is all about you.
It all depends on personal taste, budget & style of play.
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There is only one shape for a pool cue. The choices become the size and type of tip, which depends upon the skill and the player, and then, the length of the taper.