I feed my two dogs Blue Buffalo Wilderness, which is highly regarded but might approach breaking the bank territory (comes out to about $30 a month for both dogs).
My sister feeds her dogs Kirkland and they seem to be fine.
FWIW, the coats on my dogs are amazingly shiny. When I was a kid, my parents fed our dog the cheap Iams-level stuff, and the dog was mangy as all heck. Who knows if it was the food or genetics, so I don't mean to convey any judgmental attitude toward Iams feeders. I'm sure the probability of it having a *substantial* affect on your dog is minimal. But I can afford it and it's worth it to me, so /shrug.
Edit: I'm not a vet so take this with a grain of salt, but maybe feed your puppy the premium stuff for the first year or two (while he/she is developing) and gradually move to a more affordable brand? My lack of formal vet education notwithstanding, but I would think that the early developmental years are the most important.