The primary purpose of the present study is to examine the effects of Brand Extension, Brand Image, and Brand Trust on Brand Equity within the retail business. Additionally, this research explores the potential mediating function of Brand Trust and Brand Image in the relationship between Brand Extension and Brand Equity. The quantitative research uses a survey to get a cross-section of retail clients’ opinions. Partially square-structured equation modelling was utilized to examine the data. However, surprisingly, the indirect relationships between Brand Extension and Brand Equity via Brand Image and Brand Trust are substantial. The study declares that a product’s Brand Image and Brand Trust are crucial to making the retail industry brand extension strategies successfully strengthen their Brand Equity. The uniqueness of this study is attributed to its utilization of repetitive indicators for the exploration of latent constructs such as Brand Extension, Brand Equity, and Brand Image, thereby delving into their interconnectedness. Furthermore, this inquiry delves into the intermediary function of brand trust within the association connecting brand extension and brand equity. Similarly, it examines the intervening role of brand image within the relationship connecting brand extension and brand equity.