For brands, the times we live in are dynamic, highly competitive and full of challenges related to the economic environment. More than ever, the consumer is informed and participatory in the process of purchase decision, more demanding and increasingly less "faithful". The "business as usual" is no longer enough for a brand to evolve in a sustainable way in the market as we know it, adding to the fact that the "pressure" of private labels is growing. Responses from the national brands are required for various strategic and tactic issues, such as: "How to build and communicate an offer distinct and unique?", "How to build a brand in the medium and long term in a sustainable and efficient way?", "How to face the private labels strategic plan and anticipate their movements?", among others. One thing we know, the private labels are here to stay in the Fast Moving Consumer Goods market and the national brands need to react now. The goal of this research is to analyse the current challenges of supplier brands, result of the strengthening of the private label in FMCG market, as well as contributing to the construction of what will be a strategic plan taking into account this reality. Keywords : Private labels, National brands, Brand loyalty, Store loyalty, Retailer Positioning, Consumer Behavior

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