All of the commenters that complained about Axis being readily available over the internet need to wake up and smell the coffee. Ditto for the related comments about price checking. Availability over the internet is only going to increase, it's not going away, and so is price competition.
And your customers are not doing their job if they aren't checking out what they are getting. If you think an answer is to rebrand or hide the label just so you can charge more, you must have suckers for customers. The customer should always be doing their research and finding out who made the product and where it was made, and in general ensuring that they are getting what they are paying for.
Your job is to show the value of using your company at the price you are quoting. The vast majority of educated customers know you have to make a profit to stay in business. You either provide them with a value proposition that works for them or you don't. If the customer can't do it themselves, service after the sale justifies a markup on equipment.
NOTICE: This comment was moved from an existing discussion: Axis Favorability Results 2019