Abstract: The label indexing and applicator apparatus of the present invention includes laminating means for bonding labels in a controlled index from a rolled strip of flexible and stretchable label stock to a surface of a substrate to form a laminate. The apparatus includes means for unrolling the strip label stock at a tension less than the tension sufficient to impart any substantial longitudinal stretch thereto. Electric motor brake means are connected to and drive one of the nip rollers to grippingly drive the strip label stock therethrough at a controlled linear speed which is less than the pulling speed thereby to effect tension sufficient to impart a longitudinal stretch of controlled magnitude on the strip label stock. Control means are connected to the sensor means and the electric motor brake for receiving detection signals and for controlling and varying the drive speed of the electric motor brake.