I own two Masterline John Wilson Avon Quiver System rods (and also one of it's big brothers - the stronger Barbel System).  They are lovely rods and incredibly versatile.  In addition to their river uses, I also use the rods with the Avon tops fitted for carp waggler fishing.  The through-action blanks are superb for this application.  The RRP is £99.99 but you can get them for about £70 discounted.

Now have a look at the WMAC Avon Quiver System rod (I did - I bought one!).  This is on special offer from WMAC at £59.99 with a free reel thrown in.  The RRP of the WMAC is £120 (come off it WMAC!).  I defy anyone to tell me these rods are not built on the same blank (although the Masterline fittings are better).

The Masterline retains a higher discount value presumably because of the JW or Masterline name, whereas the WMAC rod, identical though it is, doesn't boast this luxury.  I wonder also if WMAC are not over inflating the original RRP just to make the discounted price appear more of a bargain.  Or am I being cynical .................?

Its the way of the world Phil that putting a 'name' on any product adds to the price.  Walk into any chemist and compare the generic medicines with the branded ones.  

Fishing tackle is no different.  A mate of mine collects old rods and has both a Richard Walker hollow glass Mk 4 Avon Rod and a hollow glass 'Avon' rod made by a firm called Milbro (long since gone out of business).  He is something of an expert and says that the blanks are identical, only the whippings and rings are marginally different.  

The real difference was in the price as you paid around a fiver more for the  'Richard Walker' model (a lot of dosh in the 1960') simply because it had the great man's name on it! 

Mike,

Theres a world of difference between generics and own brand pharmaceuticals - I should know I analyse them for a living.