"own brand" means: A brand name that is associated with or owned by a place of business (often a supermarket, or other chain) that sells products under that na.... This is a fairly neutral word with no inherent risk attached. There is no real cause for parental concern; it is descriptive vocabulary rather than something dangerous. If your child uses it, context will usually make the meaning clear. A brief, curious question about where they heard it is generally enough to know whether to follow up.