Generally speaking, a object of package or brand was national brand has called, the whole Country brand and manufacturer`s brand. In the department store, it is prescribed as a private brand that generic goods, was called choice goods fashion brands was called original goods. Private brand is a part of an effort for upgrade the store loyalty to make use of way of license product, joint development or oneself development of a circulation market has called distributor`s brand. Development of private brand is used as a way to upgrade of store loyalty of consumers throught the cost competiveness, battle of brand or control of manufacture`s brand, distinctions to with competition company, life style of consumers than the greatest of profit. In case of foreign circulation market is on a developing trend as a diversity way to the joint tales, joint product, from the joint development of brand with a foreign company , which was made a diversity goods groups to the electronic goods, from generic goods. The competition of national brand and private brand is a need for a diversity strategy. At this purchase point of time, it is not easy to competition with national brand, for numerical inferiority of promotion activity , package,, advertising , designation, special of product company. The study of package about the private brand is feeble in comparison with condition as a competition with a mighty national brand and important of circulation company a frequent change. The circulation industry of domestic is seens to assume an aspect of a keen competition as a new take part in the circulation industry, open of ciculation market. And then the study of private brand is a important and expect a mighty following study.