Generic Brands

A generic brand refers to a type of consumer good, most commonly food or drug, which is sold outside the jurisdiction of a national brand or corporation. These “no-name” products have traditionally functioned as economical alternatives to the higher priced “brand-name” products available in grocery stores and supermarkets. Known also as private labels, or store brands, these products are often tied to the supply chains and identities of the markets themselves. Rooted in a history of economic necessity, these store-associated goods have evolved in a separate, but parallel, manner to national brands. Today, generic brands function under many of the same market principles as nationally branded and advertised goods. As individual retailers have become increasingly attune to the value of creating and refining their own ...