Amerella has implemented a successful brand strategy.

Some key elements include:

• Maintaining the integrity of the brands at all times.
• Creating a consistent brand image to the end consumer whether it be hard goods sold by the licensor or apparel sold by Amerella.
• Developing new products and categories to meet various consumers' needs (casual 'lifestyle' products through to authentic 'performance').
• Maintaining a channel of distribution that makes the brand available to many segments of the market.
• Merchandising all apparel and accessories in coordinated programs to promote complete representation resulting in multiple, value-added sales of the brand within major retail accounts.

Upgrading all products with new technology for higher quality and performance levels.