Ah yes, the age old cable debate. You're going to get a variety of answers on this. Some subscribe to the "cables dont make a difference camp", some subscribe to the "I spend as much on my cables as I do on my car camp"
I've heard cables make a slight (emphasis on slight) difference on my 2 channel rig, but not too much for my theater.
I am a proponent of making sure you have a decent guage (thickness) depending on how long it is. I basically judge it by the longest run (your case 10 meters)
I think 16 guage will do, I would avoid 18 (bigger number, smaller size). If you can get 14 for a decent price that would be fine. 12 would be silly overkill in this case. (plenty of cable spools on Partsexpress.com to choose from, I have no affiliation with them other than I order from them and they have never let me down)
as far as brand? probably not going to make much of a difference in this application.
If you go with standard cable for the surrounds but nicer cables for the fronts, thats fine too. if you go nicer cables for the front.....do NOT hesitate to go used from a reputable buyer.
don't go too crazy on the cables for the surrounds. it will literally make no difference.
hope this helps