If you want to spend money, DeWalt and Milwaukee are still the industry standards, and I think that reputation is deserved. I've had pretty much exclusively positive experiences with their performance and longevity.
One thing to remember is that a cheap drill with a good bit is often going to outperform a good drill with a cheap bit. So it is worth spending a little extra on that sort of things, particularly if you see yourself working with metal at all.
Also, get some type of Dremel or similar. One of the most useful tools when you don't really have the correct tool for the job.
Reason I bought them is because I asked exact same question you are asking to a bunch of hardcore blue collar guys at the factory I worked at, and they recommended Makita.
For power tools - Ryobi is fine for home use; the new Harbor Freight power tools have ok reviews. Dewalt and Milwaukee are better IMHO. Dewalt is assembling some of their power tools in the U.S. now. I have Ryobi, Dewalt, Ingersol Rand and Milwaukee cordless tools and battery systems. I personally prefer the Dewalt.
For hand tools, I have Snap-on, SK, Klein, Sunnex, Engineer, Craftsman, ChannelLock and some miscellaneous hand tools from other manufacturers. It really depends on what you want to do. I personally prefer tools made in U.S.A., Japan, and Taiwan in that order. But that is simply a personal preference.
Finally, keep in mind that no one company manufacturers all of their tools. A lot of tools are just rebranded and might be the same exact tool at considerably different prices.
The only one I don't love is the circular saw, but that's mainly because battery powered ones are just not as good as corded.
Harbor Freight has some good stuff, their hand tools aren't bad and their air tools(esp. the earthquake impact guns) are good, but NEVER buy anything from that store that 1) has a battery 2) is a consumable (sandpaper, saw blades, etc.) 3) you will absolutely depend on professionally (so like craftsman, if you absolutely need then buy 2 and rotate through them.
Bosch, Hilti and Makita. I have a Hilti power drill that is literally older than me, the thing belonged to my grandpa and is still drilling on.
Ryobi is what I used for the lighter stuff.