Abstract
Brand is "connected",and,"the situation and relations between two thing of who seem to become a customer and what seem to become the brand is ".The purpose of this article is , through a case of private brand development of "Hasshakai"in Japan, that points out estrangement between "brand recognition" and "the brand knowledge" that are the mainstream of the current brand theory. And I show "approval" as a concept to fill the estrangement and offer a new viewpoint, and it is to clarify of why the profitability of private brand increase in the retail business by considering a change of the power balance in the channel
