Imperial was the cheapo with chrome plated blades, although they weren't always so bad. My dad bought an Imperial during the depression that he carried his whole life and it had higher quality steel than the 1960's-1970's stuff. I remember having one of those yellow handle Imperial fishing knives with a combo fish scaler, hook remover, bottle opener blade. It wouldn't hold an edge and got pretty loose, but some of that was my fault. I kept it in my tackle box and when the fish weren't biting, I'd get bored and throw it at trees, stick it in the dirt, etc. One of the plastic scales broke when it hit something.
Western, K-Bar, Schrade maybe TruTemper were often in hardware stores and a little more expensive than Imperial. I got a Schrade Old Timer at some point, I think when I was about 14. But it didn't seem as useful as my Swiss Army knife, so I went back to carrying that.
Buck and Case were in some HW stores, but yet more expensive.
At least that was what I recall in Colorado. It was probably regional to some extent.