The Stihl/Husquvarna thing is the same as the Gerber/Leatherman preference thing. Most people tend to stick with what they originally trained with or used - quality ebbs and flows depending on availability of materials and manufacturing costs so I would imagine that Stihl will pull their fingers out when the feedback from customers hits home.
Regardless, you mentioned that you didn't want to break the bank, so that suggests either a non-pro model or a second-hand pro model. For the non-pro models, one of the major issues seems to be getting hold of spares, especially for the lesser known brands. So, it's best to check out something with reasonable spares availability.
In terms of pro-models, you may be able to pick something up from a tree-surgeon, felling or gardening business upgrading their machinery. Check carefully as sometimes the kit can be absolutely thrashed to bits. Personally, I'm a Husqvarna 346XP man but, having said that, nothing beats a Stihl (MS200) for top-handled saws. I think that someone mentioned top-handled saws above but, frankly, unless you're a climber arborist, avoid these like the plague: they are, without doubt, the most dangerous bit of handheld machinery you could ever use (the accident stats don't lie).
The use of high quality parts in key areas is basically the fundamental difference between the amateur and pro saws - if you feel that this is not something you're bothered about, then go for the non-pro kit but just be aware that it won't take consistent all-day use without significant wear. You get what you pay for.
Probably the best bits of advice given above were ref chainsaw maintenance (chain sharpening especially) and PPE. I'm all for both! Ebay is a good source for gloves, helmets and trousers. A decent pair of chainsaw boots will also double for general outdoor use and can be a good overall buy. Jonesy is a good bet for kit too (
http://www.frjonesandson.co.uk/)
Regardless, having met you, I know you're not daft and hope I haven't come across as patronising or condescending!