Product brand owned by a retailer, wholesaler, dealer, or merchant, as opposed to a manufacturer or producer, and bearing it's own company name or another name it owns exclusively. Also referred to as Private label.
Also called House Brand. A product which is owned by a retailer, and therefore has its own brand label on it, rather than the manufacturer or producer
private brand A brand name used by a retailer for selling goods under its own name.
a product marketed under a private label.