Inbreeding (matings between mother and son, father and daughter, etc.) is discouraged because it not only brings out the great qualities, it also enforces the bad ones. These bad qualities can be fatal.
Linebreeding, where relatives are bred to establish type, is used quite regularly. So it isn't a bad thing to see the same name more than once. Correct me if I am wrong, but I think more than one occurrence of the same name would mean better planned litters and perhaps better quality.
An outcross is when you bring in a new dog to revitalize your lines or to establish or correct a certain feature. Every new dog in a breeding can is like a new can of worms, you don't know what it's genotype is like.