New windows laptop considerations

What sort of factors do you look for when buying a new laptop? My friend needs something new but will only really use it for office apps, web browsing, and storing pics/vids etc, maybe a few games for her kids etc.

What is a decent spec 2012 laptop for such? And any preferences on things to look for in terms of manufacturer or components, with justified reasons why? They are comfortable with windows and office software side of things. You go into store and there are endless choices. I don’t want to just pay for the name but there must be reasons why certain manufacturers devices are more costly than others, what reasons are they. Who are considered the best nowadays?

Any do’s/dont’s to warn us about most welcome. Any advice welcome or a list of “consideration factors” would be great so we don’t get “sold” by the salesman.