Craftsman, to me, is the mainstream DIYer brand. It's not something you'll find your carpenter using in general, but it gets the job done for most everyday things around the house. Example--I have a nice Craftsman drill that works well for the things I do (repairs, building smaller pieces of furniture on occasions where I don't want to use a drill press, etc). However, if I were actually making a living as a carpenter, I'd likely buy a high-end DeWalt (and keep that Craftsman for around the home because it's such a good drill).
I really don't have a ton of Craftsman stuff for hand tools. Most of my computer tools came together in a kit from Radio Shack, a gift from my grandfather when I first started tinkering with hardware. (He also got me a soldering gun and I think of him every time I use the tools). The Torx drivers are the only Craftsman products in my entire computer set. Of my workbench tools, outside of that drill, the only Craftsman hand tools I have are my wrenches (including a torque wrench), a ball peen hammer, nut drivers, and screwdrivers. Most everything else is Stanley, Nicholson, Wiss, or some defunct tool company from 100 years ago (a lot of my tools were my great grandfather's; they sat idly from his death until I was old enough to use them). My toolbox is Master Mechanic brand for what it's worth (my cabinets and workbench are F.L. Baret brand--that is, my great grandfather; I refurbished them years later).
Power tool-wise, I really only use one brand for the larger ones, and that's Delta. It's a professional line and I haven't been disappointed. I only wish I had room in an apartment for everything (had to leave my table saw, bandsaw, drill press, and router behind--can't wait to be back in Pittsburgh so I can go to the old house and build furniture again).
I did get a Craftsman circular saw, but it died within 13 years. I've been debating about repairing it, but I've found I only have needed a circular saw on one occasion since it died since I usually just use my other larger tools for that sort of stuff.
If any brand has fallen from glory lately, it's Black and Decker. Their stuff was pretty good 20 years ago, but I wouldn't dare touch it now aside from the AutoWrench (one of the cooler new tool ideas to come out recently). Since the mid-90s, I've been through two of their vacs, a Snakelight, two screwdrivers, and a toaster oven (which I had to return since it kept smelling like it was going to burn down). I still have my old drill (made in 1956!), a pop-up toaster (1994), and a very old toaster oven (1990) going strong. I'd still have a dust buster if I hadn't traded it once I inherited my grandparents' old Hoover PortaPower. VersaPak was perhaps the worst battery technology ever.
Enough about this--as you can tell, my other hobby is woodworking and I really want to get back into it now that my old woodshop will be within a few miles of whatever apartment I move in to instead of 480 miles north of me
I do have a vacuum-mounted vise and a few tools here, but nothing beats building porch rockers on those rainy summer Sunday afternoons.