This is called cashing out brand equity. Your brand is worth something as a signal. You can cash in on that. If you do it poorly, though, it reduces brand equity. If you do it well, then it is in fact free money other than the time spent on due diligence researching your contractors.
An example of someone currently doing that well is Kirkland house brands at Costco. They are universally known for being an incredible value and just as good or superior to the name brand stuff on the shelf next to them.
An example of someone currently doing it poorly is Pendleton, who is known for making wool blankets that cost $500 and last generations. They have been putting their name all over $20 plastic fleece blankets in the last year or so.
An example of someone currently doing that well is Kirkland house brands at Costco. They are universally known for being an incredible value and just as good or superior to the name brand stuff on the shelf next to them.
An example of someone currently doing it poorly is Pendleton, who is known for making wool blankets that cost $500 and last generations. They have been putting their name all over $20 plastic fleece blankets in the last year or so.