Craftsman is my choice because of the cost versus quality, not quality alone.
A comparatively priced "better name" usually isn't better in the low-end price products. Meaning, you probably couldn't get a better cordless than Craftsman for the $70 they charge for 'em. If you use it once a month to put together a swingset, or fasten a porch rail, it'll last you a long time.
I have a 20 year old Craftsman circular saw, its rusty on the metal parts, cuts crooked, the blade wobbles, and will probably catch fire. It was like $39 in 1990. I've left it in the rain, under tarps, in the mud, and thrown it off decks. If you have a $39 DeWalt that will handle that, I'll buy it right now.
Homeowners who pay $270 for a Bosch to do that stuff are snoots. If I was running them 50 hours a week, I'd buy the better names. They're probably more comfortable ergonomically, the little adjustments probably more accurate after much abuse, and the motors provide better torque after long periods of service where cheaper stuff gets tired.
I'd do the same with hand tools. If I wanted a set of wrenches and sockets, I'd go with Craftsman. If I owned a car shop, I'd have Snap-On or whoever makes good shit.