Store brands -- those generic labels we often equate with bargain quality -- are among the fastest growing and most popular items for sale today.

They provide more choices, help us save money and have come a long way from the bottom-shelf, hokey-labeled products from decades past.

But not all store brands are created equal. You may be surprised to learn that an in-house brand isn't always what it seems.

A typical generic product (also called "private label") yields a higher profit for the store, even when it sells for a lot less than the similar national brand. That's because there are no marketing or advertising costs involved and why companies invest a good amount of money in creating private labels.