Why is powercolor cheaper than others

[multironin100]

like the title says, I've noticed that powercolor are significantly cheaper than other graphics cards sometime more than £50, I tend to stick with asus or xfx but the asus is £200 while the powercolor is £168-http://www.overclockers.co.uk/productlist.php?catid=56&groupid=701&sortby=priceAsc&subid=1983 , just an explanation of why it is would be helpful, thanks

 

[legend001523]

Lower base clock and not as good cooler

 

[Suztera]

The branding name can increase the price. Customer service and the quality of the gpu cooler used is a factor as well.
ASUS typically more expensive due to its name and reputation and their quality.