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The Regulatory Challenge to Branding: An Interpretation of UK Competition Authority Investigations 1950-2007

Author

Listed:
  • John K. Ashton

    (Centre for Competition Policy and Norwich Business School, University of East Anglia)

  • Andrew D. Pressey

    (Management School, Lancaster University)

Abstract

This study examines if, and how, branding constitutes an anticompetitive act. These questions are assessed through an examination of UK competition cases undertaken over the period 1950-2007. From this assessment it is observed that branding can facilitate excessive pricing, requires vertical restraints, and can lead to consumer confusion. Competition cases focused on branding issues are demonstrably different from cases without branding concerns and involve larger, often manufacturing, firms, which operate in more concentrated markets. It is concluded that competition law needs to be disseminated more widely amongst business communities. This will require greater prominence for competition policy within business school syllabi and greater reference to business and management theory on the part of competition law agencies would assist the comprehension of business techniques such as branding.

Suggested Citation

  • John K. Ashton & Andrew D. Pressey, 2009. "The Regulatory Challenge to Branding: An Interpretation of UK Competition Authority Investigations 1950-2007," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2009-02, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    • Handle: RePEc:uea:ueaccp:2009_02
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    References listed on IDEAS

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    Cited by:

    1. John K. Ashton & Andrew D. Pressey, 2012. "Who Manages Cartels? The Role of Sales and Marketing Managers within International Cartels: Evidence from the European Union 1990-2009," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2012-11, Centre for Competition Policy, University of East Anglia, Norwich, UK..

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    More about this item

    Keywords

    branding; competition law; antitrust;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L42 - Industrial Organization - - Antitrust Issues and Policies - - - Vertical Restraints; Resale Price Maintenance; Quantity Discounts

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