owned brand wines

English translation: brand of products or services owned by another, larger company or brand and typically available exclusively through them. Typically owned brands use names and design that don’t have as clear as a connection to the store.

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)

English term or phrase:	owned brand wines
Selected answer:	brand of products or services owned by another, larger company or brand and typically available exclusively through them. Typically owned brands use names and design that don’t have as clear as a connection to the store.
Entered by:	Alessandra Meregaglia

10:57 Oct 4, 2022

English language (monolingual) [PRO]
Marketing - Wine / Oenology / Viticulture

English term or phrase: owned brand wines

Here at xxx, we’re very proud of our Own Brand wine range, from House to Taste the Difference along with the various owned brands in the range, we’re able to offer our customers high quality wines across all price points.

https://www.sainsburys.co.uk/shop/gb/groceries/wine-?langId=...

What does it mean? That the supermarket chain sells wine labels of other manufactures with their own name and label (vs. Sainsbury's wines) or that it processes and bottles other manufactures' wine in their behalf (maybe because the winemaker /winery is tiny)?

Alessandra Meregaglia KudoZ activity Questions: 939 (6 open) (17 without valid answers) (155 closed without grading) Answers: 527 Italy
Local time: 16:48

brands created by the supermarket, but not using the supermarket's branding

Explanation:
Reference re-posted as an answer as requested by asker (thanks, Alessandra)

This year, J Sainsbury announced a new product strategy, the Price Quality Framework, in which it segments products into the following spectrum: -
“Commodity brands”, meaning branded products that are found across retailers (i.e. the majority of branded products). These would be subject to 40% range rationalisation (i.e. a significant reduction in the breadth and depth of products within a given range) and not be supported by promotions;
- “Equity brands” which tend to be smaller branded products such as Aveeno skin and hair care products;
- “Exclusive brands”, only found in J Sainsbury as opposed to other supermarkets, such as Godiva chocolates;
- “Owned brands”, such as Hyde & Wilde, created by J Sainsbury but not carrying its branding;
- “Own brand”
https://assets.publishing.service.gov.uk/media/5be412ceed915...

Examples of Sainsbury’s own-brand wines

With House by Sainsbury’s printed on the label
https://www.sainsburys.co.uk/gol-ui/product/sainsburys-house...

With Sainsbury’s Taste the Difference printed on the neck of the bottle
https://www.sainsburys.co.uk/gol-ui/product/all-wine-/sainsb...

Examples of Sainsbury’s owned-brand wines

With no Sainsbury’s branding on the label, but presumably with the head office address in the small print on the back label.
https://www.sainsburys.co.uk/gol-ui/product/laughing-llama-c...
https://www.sainsburys.co.uk/gol-ui/product/penguin-sands-sa...

Sainsbury’s has registered trade marks for both Laughing Llama and Penguin Sands.
https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00...
https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00...

Here is another example in the case of a shampoo

And indeed in some categories where Own Label share is relatively low we are trying a different approach which is using Owned Brands rather than Own Brands to grow our sales in those categories. An example of that is My Hair Matters, which is doing extremely well and outperforming a number of the major brands in the Health and Beauty category.
https://webcasts.sainsburys.co.uk/event/webcast.php?eventid=...

Owned-brand shampoo, with no Sainsbury’s branding
https://www.sainsburys.co.uk/gol-ui/product/my-hair-matters-...

An example of an own-brand shampoo, with by Sainsbury's printed on the label
https://www.sainsburys.co.uk/gol-ui/product/sainsburys-cocon...

Selected response from:

Alison MacG
United Kingdom
Local time: 15:48

Grading comment

4 KudoZ points were awarded for this answer

SUMMARY OF ALL EXPLANATIONS PROVIDED

5 +1

Own Brand = their label

Yvonne Gallagher

4 +2

brand that doesn't show openly its link with the retailer that is the real owner of the brand.

Daryo

3 +1

brands created by the supermarket, but not using the supermarket's branding

Alison MacG

Summary of reference entries provided

Own brands versus Owned brands, with specific reference to Sainsbury’s

Alison MacG

Discussion entries: 5

Answers

33 mins confidence:

peer agreement (net): +1

Own Brand = their label

Explanation:
just means they put their (supermarket) label on the bottles. Obviously the supermarket chain is NOT the producer of the wines. And does no processing. They just buy up the wines and put the labels on the bottles.

Own brand labels often have a range of quality these days. Hence the different names for ranges "from House to Taste the Difference" See this example:

producer is also mentioned

https://www.sainsburys.co.uk/gol-ui/product/sainsburys-pinot...

--------------------------------------------------
Note added at 35 mins (2022-10-04 11:33:13 GMT)
--------------------------------------------------

and some M&S examples of own brand labels

https://www.marksandspencer.com/l/wine-shop/wine-beer-and-sp...

--------------------------------------------------
Note added at 1 hr (2022-10-04 12:22:59 GMT)
--------------------------------------------------

yes, yes, it's the same thing:
"owned brands"=brands owned (by supermarket) = own brand

--------------------------------------------------
Note added at 2 hrs (2022-10-04 13:38:34 GMT)
--------------------------------------------------

Supermarket chains puts different labels on the brands they own, with thier own logo not necessarily their written large on the bottle, or at all. Look at the examples from M&S I posted

or "Sainsbury's "New Discovert" collection. Taste the difference " etc

--------------------------------------------------
Note added at 2 hrs (2022-10-04 13:47:20 GMT)
--------------------------------------------------

Sorry about typos above (clicked too fast) Here is what I should have posted:

Supermarket chains put different labels on the brands they own, with their own logo not necessarily written large on the bottle, or at all. So not "yellow pack" as such. Look at the examples from M&S I posted

OR "Sainsbury's "New Discovery" collection. "Taste the Difference" etc.

https://www.decanter.com/decanter-best/best-sainsburys-wines...

Yvonne Gallagher
Ireland
Local time: 15:48
Meets criteria
Works in field
Native speaker of:

English
PRO pts in category: 8

Notes to answerer

Asker: No, no. I am asking about "owned brand wines", read carefully my question please

Peer comments on this answer (and responses from the answerer)

agree

Clauwolf

14 mins

-> Thanks:-)

neutral

philgoddard: No, if you look at the asker's other question in English-Italian, own and owned are two different things.

1 hr

-> Own brand synonymous with "yellow pack". "Owned brand" better quality wines produced for them (under their criteria) and marketed by them possibly under a different name or logo

agree

Tony M: Correct for 'own brand', as seen in Asker's posted context. However, as they say, 'owned brand' is a quite different term. Question is misleading!

2 hrs

-> Yes, thanks. I added extra note re their other more premium ranges e.g.TDF

disagree

Daryo: "owned brands"=brands owned (by supermarket) = own brand, NO in actual fact it's not "the same thing"

8 hrs

-> Disagree and post much the same? Typical. I went on from there t Agree it's not exactly the same as I went on to explain further. Mentionioning higher quality wines/ different labelling and names.. Can't read that far?

neutral

Alison MacG: Taste the Difference is a premium range, but still an own-brand range rather than an owned-brand range. From a Sainsbury’s glossary - Taste the Difference – Sainsbury’s premium own-brand range of products.

23 hrs

-> I didn't see the "laughing llama/penguin sands" at all in my trawling so presumed TDF and House were owned brands, differentiated from the usual yellow-pack "own brand"

8 hrs confidence:

peer agreement (net): +2

brand that doesn't show openly its link with the retailer that is the real owner of the brand.

Explanation:
the difference between an "own brand" and an "owned brand" is that

-- products sold under "own brand" simply use the unchanged name/brand of the retailer (usually some large chain of stores), while

-- "owned brands" hide this connection: the brand on the product does NOT associate openly with the retailer (who in fact owns the brand), so most buyers are mislead into assuming that what they are buying was made by independent suppliers. (independent from the retailer)

as well explained in the reference fund by Emmanuella:

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.

https://www.mixdexhq.com/logo-design/what-is-an-owned-brand/

--------------------------------------------------
Note added at 9 hrs (2022-10-04 20:09:58 GMT)
--------------------------------------------------

In this ST "owned brands" of wines are not meant as a kind of marketing deception, I think it's more the case that each of these "owned brands" is meant for a different segment of the market.

For example, it would make sense to sell "ordinary everyday wines" and "top quality wines for exceptional occasions" under different brands, no matter that both brands would be owned by the same company.

Daryo
United Kingdom
Local time: 15:48
Does not meet criteria
Native speaker of:

Serbian,

French

1 day 23 hrs confidence:

peer agreement (net): +1

brands created by the supermarket, but not using the supermarket's branding

Alison MacG
United Kingdom
Local time: 15:48
Meets criteria
Native speaker of:

English
PRO pts in category: 4

Reference comments

23 hrs peer agreement (net): +1

Reference: Own brands versus Owned brands, with specific reference to Sainsbury’s

Reference information:
This year, J Sainsbury announced a new product strategy, the Price Quality Framework, in which it segments products into the following spectrum: -
“Commodity brands”, meaning branded products that are found across retailers (i.e. the majority of branded products). These would be subject to 40% range rationalisation (i.e. a significant reduction in the breadth and depth of products within a given range) and not be supported by promotions;
- “Equity brands” which tend to be smaller branded products such as Aveeno skin and hair care products;
- “Exclusive brands”, only found in J Sainsbury as opposed to other supermarkets, such as Godiva chocolates;
- “Owned brands”, such as Hyde & Wilde, created by J Sainsbury but not carrying its branding;
- “Own brand”
https://assets.publishing.service.gov.uk/media/5be412ceed915...

Examples of Sainsbury’s own-brand wines

With House by Sainsbury’s printed on the label
https://www.sainsburys.co.uk/gol-ui/product/sainsburys-house...

With Sainsbury’s Taste the Difference printed on the neck of the bottle
https://www.sainsburys.co.uk/gol-ui/product/all-wine-/sainsb...

Examples of Sainsbury’s owned-brand wines

With no Sainsbury’s branding on the label, but presumably with the head office address in the small print on the back label.
https://www.sainsburys.co.uk/gol-ui/product/laughing-llama-c...
https://www.sainsburys.co.uk/gol-ui/product/penguin-sands-sa...

Sainsbury’s has registered trade marks for both Laughing Llama and Penguin Sands.
https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00...
https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00...

Here is another example in the case of a shampoo

And indeed in some categories where Own Label share is relatively low we are trying a different approach which is using Owned Brands rather than Own Brands to grow our sales in those categories. An example of that is My Hair Matters, which is doing extremely well and outperforming a number of the major brands in the Health and Beauty category.
https://webcasts.sainsburys.co.uk/event/webcast.php?eventid=...

Owned-brand shampoo, with no Sainsbury’s branding
https://www.sainsburys.co.uk/gol-ui/product/my-hair-matters-...

An example of an own-brand shampoo, with by Sainsbury's printed on the label
https://www.sainsburys.co.uk/gol-ui/product/sainsburys-cocon...

Alison MacG
United Kingdom
Meets criteria
Native speaker of:

English
PRO pts in category: 4

Note to reference poster

Asker: Post this as an answer, TY!

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owned brand wines

English translation: brand of products or services owned by another, larger company or brand and typically available exclusively through them. Typically owned brands use names and design that don’t have as clear as a connection to the store.

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owned brand wines

English translation: brand of products or services owned by another, larger company or brand and typically available exclusively through them. Typically owned brands use names and design that don’t have as clear as a connection to the store.

Answers

Reference comments

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