English to Italian Marketing Business/Commerce (general)

Ciao!
Potete aiutarmi come dire generic brand in italiano? Devo tradurre solo il termine, non ho quindi un contesto solo una spiegazione, cioé:

Generic brands of consumer products are distinguished by the absence of a well-known brand name. They may be manufactured by less prominent companies, or sold by supermarkets as their own brand (hence the frequently used term "store brand"). Generally they imitate more expensive brands, competing on price.

Grazie!!