nounThe American Heritage® Dictionary of the English Language, 4th edition Copyright © 2010 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.
- A proprietary brand of merchandise sold by one retailer and often bearing the name of the retailer.
- An item of merchandise sold under a house brand, usually at a lower price than an equivalent name-brand item.