I am not suggesting that you apply to an academically weak university. Do not confuse “brand name” as the defining guideline for academic quality. Focus on the strength of faculty/research/graduate school placement and employment records in your fields of interest.
Look for a strong average, unweighted GPA in the entering classes. You could possibly receive some merit money from a university where the secondary school GPA of entering students is still close to yours (e.g. a 3.8 on base of 4). Remember that general brand recognition does not always reflect the best academics in your areas of interest. Do the research. This is a major flaw in the “ivy” shopping complex.
Name recognition can bring “bragging rights,” but you may have to pay for it and it may have little bearing on the quality of your education or the opportunities actually available to you.
This does not translate to “all” universities are the same! Rankings are popular because they seem to make a difficult job seem easy. Put in your research time and you will be motivated. This motivation will feed you wherever you go. This adds to your academic/career success.