For anyone choosing equipment, newbie, returnee, or otherwise, you pick the plane then you pick the power system. So if you'd feel comfortable with a sport plane like a Stick or a 4 Star, pick the plane you think you'll fly well. There are few planes on the market around .40 size that are specifically built for electric power, but it's simple enough to convert one. The motor manufacturers have recommendations for replacing various glow engines, even to the point of selling the motor and ESC as a combo with a recommendation for batteries. If you're converting a glow plane, you'll have to build a little box and provide cooling holes for the battery, build or buy a motor mount that attaches to the firewall, and find a spot for the ESC that's in the airflow.

For brands, the aforementioned Eflite is good for motors, as is Rimfire, Himax, and lots of others. Honestly, brushless motors aren't hard to make and there's not a huge amount of difference. Castle ESC's are probably at the top of the market, and batteries are pretty much get what you pay for. Gens Ace is a good cheap battery, Zippys are a lot cheaper and good for about 40 flights. The better ones (such as Maxamps) have fairly long warranties now so if you're going to fly a lot they are a good investment.