In my experience, price = quality, but the question becomes what can you afford, and what brand gives the best value for your money? If we could all afford Swarovski, we wouldn't be having this debate.
If you are just out of High School working a low paying job, a Bushnell might provide what you need, so at that level, they provide decent value.
If you are a bit older and make a bit more, Leupolds are a very good value for their price point.
If you have the disposable income to pay the asking price, then Swarovski and Leica are unquestionably among the best.
I'm at the point in my life that I can buy whatever I like, but when I carefully consider the price vs the quality, Leupold still seems like the best money I've spent on scopes. Leica is the best value in binoculars IMHO.