It's only natural that Samsung would sell their TV's to a distributor cheap enough that the distributor can add some mark-up and still sell these rebranded TV's cheaper than the actual Samsung branded televisions sold by the manufacturer.
I mean, it's marketing and economics 101 all rolled in together. BF has just saved the university system countless hours and millions of dollars in costs by combining the two.
Lets just call it merkinomics 202.
actually this kind of thing happens all the time.. if a company is specialised in a particular area, they can either choose to keep their skills as competitive advantage, or can use these skills to produce and sell more of their speciality to the industry, thereby increasing their revenues and also improving overhead recoveries in their factories. this can also help to control the market as they can make their own brand to a better 'spec' whilst knowing what their competitors are actually selling...
example one for economies of scale: VL commdores using nissan engines
the RB30 engine, which was the mainstay of the australian built skyline was a strong solid 6 cylinder motor made by nissan japan. holden needed a new 6 cylinder motor, which nissan sold them and were therefore in direct competition to the skyline being sold at the time..
in addition, should kogan be using samsung screens / components, this is a prime example of the importance of brand equity...
in essence, the true test of brand equity is if there are two of a product sharing many similar traits, or exactly the same traits and characteristics, but different brands, what premium is a customer willing to pay to secure the better brand..
and there would be people who would just would never stretch to buy a samsung, so they are out of their market - so why not capture some of their spend via selling to the company who will be selling to that consumer..
example two for brand equity: (also car related) toyota lexcen.
in essence, a commodore in everything but name. built by holden, sold badged as toyotas, and competing at a cheaper price than the equivalent commodore.
plus you've also got the examples of pharmaceutical companies selling the active ingredient on to other companies who produce generics which are in direct competition to brands (eg sigma pharmaceuticals who also have herron brand)
so looks like it could be BF 1, DKOR 0...
here you go, sir..
