own-brand
adjective [ before noun ]
UK ukus(US store brand) MARKETING, COMMERCE
used to describe a product that has the name of the store where you buy it, rather than a name used by the company that made it:
own-brand products/goods The gradual evolution of quality own-brand products from Europe's big store groups has changed the way consumers think about shopping.
own brand
noun [ C ] (US store brand)
Supermarket own brands are almost invariably cheaper than branded goods.
See also
own-label