Pretty much every major brand makes solid equipment. I personally don't go in for Frankford Arsenal stuff, but to each their own. As others have noted, your practices and processes including quality control and quality of components will be more important than the paint color and specific model of gear you run.
A Lee Anniversary kit at $250 ish will load very accurate ammo. So will a Hornady, RCBS, Lyman or other brand kit at 3x the price. It's easier with more bells and whistles, more sophisticated ways of achieving the same steps in the process.
Bang for buck, Lee. They are very innovative with design and they use economical materials, much of their stuff is more Kia than Cadillac. But it works. Well. IMO, many people, including me, who start with a Lee kit end up upgrading piecemeal. At a significant cost per piece, vs buying a higher end kit at outset.
Start with goal, type of ammo desired, quality quantity. Work backwards. I mainly favor RCBS and Dillon. But each manufacturer tends to have a version of an item that is just a bit better- user friendly, slight process advantages etc. That's why so many people with a lot of time and money into the hobby will have different pieces of tooling from most of the major manufacturers. My bench has a lot of blue, green, orange, and red stuff.
Reloading manuals - more is better. Each will usually have a good step by step on the process, and a review/display of their own brand of favored equipment. The Modern Reloading 2 manual by Richard Lee was particularly interesting. Explained a lot about the why of their design choices, and processes. It also has non brand specific, but type specific reloading data. Example- loads for a given weight cup and core style bullet and cast bullets in one book.
Lyman's books on precision long range specific reloading, cast bullet handbook, and shotshell manuals are excellent.
Most of the better equipment is built to LAST.
I would be looking for deals on used equipment from estate or other sales. There are some very sophisticated setups that come up for a reasonable price with patience.