The purpose of this research is to investigate the effect of marketing elementson brand equity and brand equity on private label brand purchase intention. Thisresearch result is beneficial for retailers in developing a good private label brandstrategy management and taking available marketing activity to create competitive advantage for generating customers’ purchase intention. The hypotheses were tested by questionnaires, which distributed into 10 Branches of Watson retailers and collected from 400 Thai female consumers who reside in Bangkok and ever perceived about private label brands. The research results revealed that store image and sales promotion have significant relationship with brand equity, brand equity has a significant relationship with private label brand purchase intention. The structural equation model (SEM) was used to investigate the relationships between the factors in this research.