I have found that once you find a scope system you prefer, the brand is easier to figure out.
I never have had an occasion to shoot more than 400 yards (ethically, at least) so HD glass is not a priority. Good glass, yes. My criteria for scope buying anymore is:
-Mil-dot style reticle
-Milrad adjustments
-First focal plane
-Durable and repeatable adjustments
This limits selection a lot. Nikon loves MOA scopes, and fancy BDC reticles. BDC is only accurate for a single load or brand. I find it easier to write down ranged dope for each load.
When sighting in, Mil/Mil scopes can get the second round in the x ring without math, practically instantly. If impact is 1.5 dots low and 1 dot right on the target, 15 clicks up, 10 clicks left and Bob's your uncle...works at 100 yards, works at 300.
If the scope has a variable zoom, the reticle needs to be the same relative to the target, so the above adjustments work at whatever zoom you are shooting.
My main problem with cheap scopes has been that the turrets do not adjust accurately or stop adjusting accurately due to cheaper materials. After that, the scope is junk.
I tend to gravitate to SWFA fixed power scopes. The price point is good at $299 and give me what I want. If I was going to go with a better brand, it would probably be Leupold. With that said, I still have an old Japan-era Nikon that was run over by an ATV that broke the mounts and bent the eyepiece of the scope. The scope still works fine,