Definition of own brand in English:

own brand


  • A product manufactured specially for a retailer and bearing the retailer's name.

    ‘my dogs eat the supermarket's own brand’
    [as modifier] ‘own-brand products’
    • ‘Manufacturer and retailer of own-brand ice cream.’
    • ‘Axxis International is one of the country's leading manufacturers of own-brand cosmetics and toiletries.’
    • ‘The Co-op supermarket chain announced today it has removed a range of chemicals from its own-brand household cleaning products.’
    • ‘Marks & Spencer for example, are already using up to 30 per cent of plastic stoppers in their own-brand wines.’
    • ‘All the toxins will be banned from Co-op own-brand products, ranging from household cleaners to fabric used in garden furniture.’
    • ‘The products selected for inclusion in the survey were mainly Lidl own-brand products for ease of comparison.’
    • ‘The UK-based retailer said consumers were worried about the own-brand products, according to customer surveys.’
    • ‘Retailers have been forced to rethink their own-brand policies because of the onslaught from the German firms.’
    • ‘Promote your own-brand service using existing marketing resources’
    • ‘‘However, I am concerned that in the case of own-brand products the labels do not currently provide country-of-origin information,’ he said.’
    • ‘The company had become only too aware of the power of the major retailers who had developed their own-brand ranges in direct competition with those of Heinz.’
    • ‘In tests a supermarket own-brand shampoo priced at just 68p scored highly while a make used widely in hairdressers, and costing £9.95, performed badly.’
    • ‘Some 53% of people surveyed purchased only branded items and 47% purchased both brand and own-brand products.’
    • ‘The fat and salt levels in many own-brand products contrasted with those of well known brands.’
    • ‘It instead talks about how Wal-Mart has their own-brand toys made in China, and how they sell them at a profit.’
    • ‘As her husband's star dips, Amanda seems in the process of reinventing herself as something of a vamp, although in C-list style it is rather a supermarket own-brand version of a vamp.’
    • ‘The problem is also an opportunity - in the same period that the market depressed, our own-brand sales have grown.’
    • ‘So where does this leave their own-brand products?’
    • ‘M & S said it would return to selling own-brand products in order to guarantee customer quality and value.’
    • ‘Ideally, your sales targets should be specified with regard to each individual segment of your business - including own-brand products, established brands and other clearly defined areas.’