The OP was mentioning price, which is why I mentioned HD and Lowe's, managing to get the two house brands reversed.
Craftsman used to be head and shoulders above the others in quality, but in the past 10 years, their stuff seems to be (JMHO, of course) no better or worse than the stuff from the big box stores.
Of course, MAC and Snap-On have their reputations, but I wonder if the price premium is worth it for a non-professional. For someone who uses tools frequently, that is one thing, but for a toolkit to shove in a rig for emergencies, I've had good luck with the house brands.