This paper is aimed at developing a versatile approach to selecting an optimal cable brand for overhead transmission lines for use in design practice, adapted to conventional and new-generation cable types. To implement multi-criterion evaluation of external factors and limitations when selecting a cable type, the methods of systems, hierarchy and comparative analysis were used. A method for selecting an optimal cable brand based on hierarchy analysis was developed along with an algorithm for its implementation when designing new or modernizing existing overheadlines. The developed approach is demonstrated on the example of construction and modernization of 220 kV overhead lines with the conventional AC cable and such new-generation domestic brands, as АСВТ, АСВП, АСк2у and АСТ. In the considered examples, the technical feasibility of the construction of a new overhead line was limited by the value of the sag. For the modernization project, the specific weight of the cable was of greater importance. The selection criteria included the span length, cable cost and admissible continuous current. The АСВП and АСТ cable brands showed the greatest compliance with the selection criteria (27.5% and 55.9%, respectively). Therefore, at minimum capital investments, the АСВП brand ensures the optimum span length in the construction of a new overhead line, whereas the ACT brand ensures the maximum capacity in the modernization of an existing line. The conducted verification calculations confirmed the feasibility and versatility of the proposed method for selecting a cable brand.