Good brands: Park Tool is probably the best stuff on the current market. Pedros makes some good tools also and a very good syn grease.
Allen wrench set, bondus bits on 3, 4, and 5 mm are very useful. Most applications work well with one very short side and one very long side, some require the short side because of limited clearance. However, a few applications (tightening brake levers) require one long side and the other side long enough to provide good leverage for tightening. I'd suggest a good set of allen wrenches with long-short sides and another set or 1 or 2 individual wrenches with long-medium sides.
Pliers - 7 inch linesman pliers from Sears are my favorite
Cable cutters - Park makes one, or this one I've always liked
8 and 12 inch crescent wrenches have always been in my tool kit. The 12" works on threaded headsets if you have any, and provides good leverage for crank extractors and freewheel/lockring pullers. If you have older bikes, you'll also want fixed metric wrenches in 8, 9, 10, 11, 12 mm.
Cassette lockring tool - the one with a center post is easier to use. Shimano and Campy are different, freewheels are different, so fit your bikes. A chain whip is necessary with a lock ring tool.
Third hand brake tool, but these are hard to find these days.
Pedal wrench - the longer the better.
Cone wrenches if you have servicable hubs.
Spoke wrenches
Chainring bolt wrench - just to make sure they always stay tight.
Chain tool if your chain doesn't have powerlinks. The $30 Park one is good.



In fact I'd rather hand my bike over to my lbs than search around in the mess described above. But - I'm now at the point of doing a lot more of my own maintenance, since I now have 3 bikes to maintain and am biking more so the wear and tear is greater. And I want my own toolbox! 
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