own brand

own brand (plural own brands)

1. (UK) A brand name that is associated with or owned by a place of business (often a supermarket, or other chain) that sells products under that name, usually for less money than other brands; in many cases the manufacturing is done by other companies, who apply the label (branding) of this factor.

   Synonyms: own label, house brand, store brand (US), private label, private brand, white label

   Coordinate term: name brand (often construed as antonymous)

   Near-synonym: off brand

   Supermarkets are fighting national brands with own brand products.

   • 2018, Sally Rooney, “Two Days Later (April 2011)”, in Normal People:

     He stared at his mother across the kitchen while she put a box of own-brand cornflakes into the press.

• “own brand”, in Merriam-Webster Online Dictionary, Springfield, Mass.: Merriam-Webster, 1996–present.
• “own brand”, in Lexico, Dictionary.com; Oxford University Press, 2019–2022.
• “own brand”, in Collins English Dictionary.
• “own brand”, in Cambridge English Dictionary, Cambridge, Cambridgeshire: Cambridge University Press, 1999–present.