The genuine bars are made by Thule - main difference will be that the non-Audi branded alternative may fit something else with a different foot pack, whereas the Audi branded tend to be unique fit.
I have genuine Audi for the A6 and they're a very square profile bar but with the T section fittings for Thule accessories. They're quite noisy compared to later Aero or Wing bars made by Thule.
Modern bar designs tend to be a lot more aerodynamic in profile so less noisy and tend to favour carrying stuff with the T section fittings over old fashioned clamps - so depends what you want to carry as well.
A cheap set of Audi branded ones will be easiest to fit, for sure, but once setup properly the alternatives work fine.
Will find some pics of the Thule bars fitted to my S8
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===SOLD===2002 Audi S8 D2 Final Edition (yes, really) in Avus Silver with purple extended leather===SOLD===
2011 S5 Sportback in Phantom Black with black Super Sports leather, 9x20s, tech pack high, adaptive xenon plus, intelligent key, memory seats pack, sunroof, B&O, Audi Drive Select & quattro Sports Diff, DAB, parking system plus
2015 VW Golf GTI Performance Pack in Carbon Grey with black Vienna leather, tech pack (Discovery Pro nav & Dynaudio), DCC, factory towbar and retrofit RVC
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