Own Brand

A Captive Brand used, usually exclusively by a single vendor, for example Saint Michael® by the UK chain Marks & Spencer, 365® by the supermarket chain Whole Foods, etc., or, alternately goods sold under the retailer’s own trademark – Tesco branded, Safeway branded, Walmart branded. Where an own brand is different from the vendor’s, it is usually still closely identified with that vendor in the eyes of its customers.

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