Brand Extension Planning Studies

With the deep development of market economy, the apparel industry enter amarket oriented era. At the same time, the core of market competitions has beentransferred to brand image. As one of the most important strategies, brand strategy ispaid prevalent attention. Furthermore, the issue of brand extension is prevalent too inthe field of enterprises and marketing.By analyzing the theories, the concept, the influencing factors, and thefeasibilities of brand extension, the thesis constitutes strategies for the apparelenterprises to improve brand extension. During the process, the scheme of brandwhole image and the success ratio of brand extension is emphasized.