Going for less known names can also help, as they are trying to build/maintain a reputation in addition to sales.

IKEA is an interesting brand because it spans from incredibly cheap to nice quality, and personally, I find the cheapness is more in the material selection than the design. Like the furniture I got from them at my last place all survived the move to my current place, even the one I got frustrated with and stopped caring if it made it when taking it apart, it still stands solid today. They are one of the few that has decent value, though their prices can get pretty high at the high end.