Asking what brand scope is darn near as bad as asking what brand rifle to buy. Everyone has their own preferences...and most of em are just fine too.
I do agree with spending a bit more for a little better quality optics though. I have found very few of the bargain scopes for under $100 that are worth the money. You might get lucky, but the entry level scopes are a real crap shoot as far as quality goes.
For coyote hunting, I usually don't have my scopes turned higher than 9x. Most of the time I've got em set at 6x for shots under 100yds when calling 'yotes.
If you shoot at longer ranges, you might want at least 12x or 16x for a top-end magnification. All depends on what ranges you're shooting at.
The Weaver V16 that rc mentions is a good scope. Not a bad scope for the money.
There are some good Nikons too on the cheaper end of the price range. I can't help ya out with any models though.
I'm partial to Swift myself.
I've got a 4-12x40 Swift Premier on my .204. A very good scope for just under $200. http://swfa.com/Swift-4-12x40-Premier-Rifle-Scope-P8849.aspx
Their "Reliant" entry-level line are very good though too and you can get by with a little less money if you want to drop back to just a 3-9x40 you can get one for around $125.
I have several Reliant 3-9x40s http://swfa.com/Swift-3-9x40-Reliant-Rifle-Scope-P8857.aspx on assorted medium bore rifles (.243, .25-06, 6.5x55 Swede, etc) and they've treated me very well.
You might find em a bit cheaper or higher at different retailers...this outfit is just one I found via Google. I bought all of mine from local gun shops.
You need a strong scope with some range for the Swift. It is a BAD AZZ cartridge. It can reach out there and touch stuff and QUICKLY! Love the Swift. You need something decent if you are going to use it for hunting. I got a Mueller scope on the cheap and it works well for target shooting, but they eye relief is gnat's butt. If I am a bit too close or too far away I don't get a good view, which you need for hunting. Save $$$ for another month or so and get something worth putting on that bad to the bone rifle.
You can get a good scope from just about any company. But, they are few and far between from many companies. I too would probably recommend BSA for rimfires only. You could get a great BSA though, you just never know. Sounds like montezumaz has. But, I don't like to gamble so I prefer Nikon, Mueller, Redfield, Leupold, etc. I find stuff on sale and try to stick with what I have had good experience with before.