I don't rate most of the shimano rods until you get into the higher price bracket. I have pretty much stopped looking at the brand name on a rod when I go looking to buy something for a specific task. I go by the feel of the rod in my hand, the quality of the components on the rod (brand of guides, quality look of binding, handle brand, material and construction) and of course price. I have bought and used many rods in the $50-$150 range which I think are far better and last longer from lesser known brands. I figure a few things here, 1. They're less likely to put quality components on crappy blanks. 2. They can't charge extra for the branding as it's not a big name. 3. There is less money spent by the "brand" on marketing so they are hoping the rod sells itself on its merits.
I also agree with what others here have said about using own store brands so they don't have to price match in the ultra competitive retail space that now also includes competing with online shops with low overheads. Bunnings has used this trick for years, among others. It helps keep the margins up and they know when they are spending $$ on hype and marketing for their own brand you can't just walk into a competitors shop and buy it there.
They are built with the benefit of store economics in mind, not as the best offering for the fisherman.
One day I may end up choosing one of these rods based on my purchasing criteria above but it hasn't happened yet and likely for the reasons I've mentioned (although my mate has a very nice rod that we think is a BCF own brand that he got for $50 on special, all Fuji guides, cork handle and aparantly a loomis blank, and it feels very nice, I'm a little jealous of this one!)