I've used like 5 brands, and they're all the same so far as I can tell. I have a fresh roll of WTB sitting on the bench, bought only because the price was oddly low at the time. A lot of MTB guys swear by Gorilla Tape. I just read a lengthy write-up reviewing all of the off-the-shelf and DIY rim tape options, and Tyvek tape was at the top. If you have no desire to tinker and just want to tape a wheelset, I'd say WTB/Stan's. Proven to work.
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