What is an owned brand?

By Matt Collins Article may include affiliate links

An owned brand is brand of products or services owned by another, larger company or brand and typically available exclusively through them.

  • The concept of an owned brand can be compared to “generic” or “store brand” except that typically owned brands use names and design that don’t have as clear as a connection to the store.
  • For example, Kroger’s grocery stores carry Kroger branded items, but the chains also offer “Simple Truth,” which would be more of an “owned brand” since it doesn’t have a direct reference to Kroger and uses a separate logo design and branding.
  • In some cases, stores may keep their connections to owned brands subtle — not wanting shoppers to realize they are actually buying “generic” products.
  • Other stores, such as Target, are more open about their own brands and position them each with a unique value proposition and invest heavily in product design and development.