The problem with branding is that a lot of it is meaningless today. Thirty years ago I owned a Yardman push mower with a magnesium deck that was made right there in my town (Jackson, Michigan) and was powered by a B&S engine made in the USA. It lasted me 12 years before I moved out of town and sold my house. Today Yardman brand mowers are made in China with cheap stamped steel decks and crappy B&S engines with Chinese parts, and are sold in Walmart stores. A lot of Craftsman branded tools are much the same. If you want to know if a brand is worth owning, see if it is sold through full service dealers.