It is not brand, marketing cost is added of course, but if you have the same product with:
Same design, same materials, same components, same size. Etc.
The licensed one will be more expensive as they will apply ISO standards to assure every single product is in the specifications. This cost is exponentially.
For example:
It is not same having a senior electronic engineer supervising a million dollar pick and place top of the line robot and a pcb test process after assembling; than having a diy regular joe soldering/reflowing parts by hand without any after assembly testing.
This things matter, and adds a lot to the cost of manufacturing.