Well some companies mark up their prices ridiculously because it has a brand name on it (e.g. Any clothing company, Apple)
If you ask me that's forgeted up, but at the same time, if a brand is so strong that you can charge more just for that label why not?
It's a forgeted up part of society, but say you're selling a shirt that you made. It's selling very well, but you notice that when you put your name on the sleeve it becomes a very fashionable thing and thus demand goes up. Is it so wrong of you to bump the price up a bit to capitalize on this new interest and demand?