The required VW oil standard takes precedence over brand and viscosity grade.
Here is the list of VW oil standards for petrol engines, according to performance level (in ascending order):
500.00
501.01
502.00
503.00
503.01
504.00
Each VW oil standard has a different range of allowable viscosity grades. For example, 504.00 oils are exclusively 5W-30, while 502.00 oils can be found in several different grades (5W-30, 5W-40, 0W-40, etc). Viscosity grade alone is not always an indicator of quality.
Generally, vehicles with fixed service intervals require 502.00 as a minimum, while vehicles with variable service intervals require 504.00 as a minimum.
Also note that each standard is compatible with, and supersedes, all previous oil standards.
At the end of the day, if you want the best, all you need to look for when purchasing oil is to look for "504.00 approved" on the bottle and nothing else. Easy as.
Disclaimer - the above information generally holds true unless stated otherwise, so always refer to the owner's manual for specifics.