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UKSolicitorJA, Solicitor
Category: Law
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Experience:  English solicitor with over 12 years experience
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Hello Mr Buachaill, Often multiple retailers, such as Asda

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Hello Mr Buachaill,
Often multiple retailers, such as Asda and Tesco, sell branded products well below MRRP. Is there a way to protect a brand value and stop them from doing this? I understand that there is competition laws relating to price fixing but how can manufacturers protect their premium brands? A retailer will at times sell just above cost. Is there to stop this?
Thank you for your time.
Best regards
Price fixing agreements are the only way that manufacturers can dictate prices of their goods to retailers, however such agreements are anti competitive and prohibited by law, as you may have seen here
The manufacturer may however sell its products at a high price to a retailer as it is unlikely that a retailer will sell at a loss or at under cost for long as that would drive the retailer out of business by not making profits. Manufacturers may also protect and enhance their brand quality by advertising, creating consumer awareness, protecting Intellectual property rights in their brands etc. it doesn't have to be through price fixing only.
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