Personal preference, mostly down to the shape of the neck (flat, rounded, thin, fat), number of frets/strings, size of the frets, bridge type (tremelo or hardtail), pickup type (humbuckers or single coil), look (eg metal or blues) and of course musical style (shred or folk). If you are only starting and haven't a clue what type of guitar to buy then you should look at the guitar type (not necessarily brand or model) of the guitarists you like most and hunt for something along those lines within your budget. All of those brands you mentioned make excellent guitars but they all feel totally different to everyone who plays guitar. Trial, error, experimentation and experience is the only way to nail down 'exactly' what suits you.