Private label(PL) or private brand is the product on which retailers attach its own brand. Changes of distribution structure, nagging recession, and consumers’ rational shopping behavior motivated retailers to grow PL’s market share and PLs are regarded as one of the major sources to increase retailers’ profit. Considering the fact that PLs are growing faster in European countries where retail industry is dominated by a few retailers because the territory is relatively smaller than big countries such as US and China, PLs are expected to grow at a very fast pace in Korea even though introduction of PLs in Korea was relatively late. The purpose of the study is to introduce the theoretical and empirical results of PL research and to suggest successful PL strategy for retailers and the effective counterstrategy for NB manufacturers, and to recommend public polity to support small NB manufacturers which are expected to be seriously harmed by the invasion of PLs.