I'm into fixed power scopes.
A good value would be the Nikon Buckmaster 4x40. Bright, clear and $169. Good scope for the money, probably the price/performance king.
Leupold has their FX-II. The nice thing about it is, it is lighter, has 33mm objective, great warranty, and has a few reticle options. Especially the wide duplex which I like because it doesn't clutter up the point of aim. Only problem is, it is $269. But it is pretty much the perfect 4x if you can spend the extra $100 over the Buckmaster. Also, it has a 150 yard parallax setting which to me is ideal.
Sightron offers a 4x32 that has a lot of eye relief and is fairly short and light. Under $200.
A good higher end choice would be the Zeiss Conquest 4x 32mm. This is going to be the best optically before you get into the very high dollar (over $600). Good company and service. 4 reticle choices. One advantage it has is an etched reticle. But it is expensive at $380.
IOR has a 4x that has Zeiss-like optical quality. However, given their reputation and price, you gain nothing over the Zeiss.
Weaver has a 4x with 38mm for $130. It's ok.
It's too bad that Nikon does not offer their 4x Prostaff with a 100 yard parallax setting. It would be by far the best bang for the buck of all time. That little $99 scope has nothing, and I mean nothing in common with any of the budget scopes in its price range. I find it to be optically better than the Burris FFII line. It is robust and well made with good optics for the money.
If I were on a budget, I'd get the Buckmaster. Good optics, good price. If I could spend a little more - I'd get the Leupold. Also has good optics, a reticle I like, the parallax I like, best warranty service, light weight so forth and so on. If I was going all out, I'd go with the Zeiss and look no further. There are other model Zeiss, Kahles and others that cost double ...but in a 4x, the Conquest is going to be very good and suit practically any need.