This study explores the revitalization of ageing brands through brand rejuvenation strategies in China fashion market. The customer-based brand equity model was expanded and employed to examine the role of brand personality and brand extension in the process of brand rejuvenation with sequential exploratory designs. The study also explores other brand elements, such as brand image and brand awareness. Shopping center intercept survey was conducted to collect data in the five most representative cities of China: Beijing (Northern), Shenzhen (Southern), Shanghai (Eastern), Chengdu (Western), and Wuhan (Central). The finding suggests that brand personality and extension really plays important roles in brand rejuvenation to regain/recapture brand equity. Thus, this study is very important and has directive implications for the Chinese Old Brands to rejuvenate their ageing brands.