Using the bibliometric analysis， social network analysis and key words co-occurrence methods

959 papers from 1995 to 2015 published in China National Knowledge Internet (CNKI) are analyzed about brand extension

and the basic situation of domestic brand extension

hotspots and frontier are explored by quantitative research， based on the research of the high-frequency group

highly cited papers

keyword co-occurrence

the time evolution of keywords. The study shows that the issued amount of domestic brand extension research had an overall upward trend

and then got down in recent years. The main areas of brand extension research focus on the basic theory of brand extension

brand extension

brand extension assessment. At present

the hotspots and main areas of domestic brand extension focus on the old brand activation

brand extension fit and consumer brand extension evaluation.