A label manufacturing apparatus manufactures a label L having a sub-label Lb bonded to a predetermined position on a main label La. A main label conveyance mechanism 10 conveys a main continuous label strip Ta in a first direction Da. A sub-label conveyance mechanism 20 conveys a sub-continuous label strip Tb in a second direction which crosses the first direction. The sub-labels Lb arranged in series on a backing strip Db, are separated from their backing strip and are each bonded to the surface of a respective main label La by a bonding mechanism. The completed display label L is separated from its backing strip Db of the main continuous label strip Ta. The label manufacturing apparatus can adjust the relative bonding position between the sub-label and the main label La so as to allow the sub-label bonding mechanism 20 to bond the sub-label Lb to the main label La at a predetermined position.