That could be true but I would be suspicious about it, the Eneloops are the RollsRoyces of rechargeable batteries eg not cheap what Ikea would like to buy and sell. But it sure is possible.
The world of branding and what people are willing to spend on what's essentially a label is both wonderful and freightning. There are plenty of otherwise identical products that are simply differentiated by marketing and sold at much higher prices. I'm not sure that's the case here, but it wouldn't surprise me. Redeveloping a product is costly in itself and research indicates that people experience a veritable difference when using an identical but more expensive product. Physchology will allow Eneloops to be sold at higher prices if they didn't change a thing.
Yes, you are right, about 'branding' in general !...
A VAST amount of so-called/named products are made in the same factories, and simply re-labeled.
In Adelaide, a food producer I worked for as a Tech, had 5 different 'Butter' products, whereby the ONLY
difference, was stopping the machines & changing the product packaging!!!
They 'produced' 3 totally different Brands of 'Honey', for various States... The ONLY change was 'Packaging'.
It used to make me laugh how little old ladies would 'Swear' by a particular brand !!! :-)
There are companies that made 5+1/4" floppy-disks, and then CD's & DVD's. They were truly high-end, like
'Verbatim' for example. But then other suppliers demanded HIGH volumes from them, cheap. (Then sold
under shonky sounding crappy names)... Because although they were the exact same product, 'Verbatim'
did not want their name associated with a 'cheap', (and so possibly below par) product.
The point I'm making, is that 'cheap' doesn't always mean rubbish... although can often be the case !
Re: Batteries, ONE of the criteria that usually strikes me first, is their WEIGHT !! :-)
If you pick up a packet of 4, 8, 10 AAA/AA etc batteries, and it weighs a 'feather' compared to 'normal',
then you can be SURE they are just rubbish, with no chemical capacity what so ever !! :-)