JQuery :: Assign Or Change A Label Value On An ASP.net Checkbox?

I have createda checkbox below:

<asp:CheckBox ID="chkPlanoSelect" runat="server" Text="" Checked="true" Font-Names="verdana, arial, sans serif;" Font-Size="8" />

I have assigned to the checkbox below so it is checked:

$("#" + strParentControlID + "_chkPlanoSelect").attr("checked", "checked");

I then want to set the Text value or Label value to say "Plano Selection"and have tried the following none of them work:

$("#" + strParentControlID + "_chkPlanoSelect").attr("value", "'Plano Selection'");

or

$("#" + strParentControlID + "_chkPlanoSelect").attr({label: 'Plano Selection'});

or

$("#" + strParentControlID + "_chkPlanoSelect").next().attr(label: 'Plano Selection');