Generic brand

This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: "Generic brand" – news · newspapers · books · scholar · JSTOR (June 2017) (Learn how and when to remove this message)

Generic brands of consumer products (often supermarket goods) are distinguished by the absence of a brand name, instead identified solely by product characteristics and identified by plain, usually black-and-white packaging. Generally they imitate more expensive branded products, competing on price. They are similar to "store brand" or "private label" products sold under a brand particular to the merchant, but typically priced lower and perceived as lower quality. The term off brand is sometimes used. In the United Kingdom, these products are often referred to as "own brand" items.