1. Dene actual and desired consumer knowledge about the brand (e.g., create mental map and identify key sources of equity). 2. Identify possible extension candidates on basis of parent brand associations and overall similarity or t of extension to the parent brand. 3. Evaluate the potential of the extension candidate to create equity according to the three-factor model: 0 Salience of parent brand associations 0 Favorability of inferred extension associations 0 Uniqueness of inferred extension associations 4. Evaluate extension candidate feedback effects according to the four-factor model: 0 How compelling the extension evidence is