Rayovac's have come up several times in this thread with some reviling them and others recommending them. It is interesting to note that in the testing done by SilverFox (that JohnN pointed out) the Rayovac Max did very well and the Rayovac Heavy Duty, uhm, sucked. I believe the Max is alkaline and the Heavy Duty is not.

I've used Rayovac Max, Energizer and Duracell alkaline batteries without any issues but I prefer Duracell. In lithiums AA's I use Energizer's (as if I had a choice) and in 123s I use Duracell's and SureFire's.
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