【正文】 participants in each. The participants were asked to mention their favorite brand from those they had previously purchased. The popular Indian fashion footwear brands that were most mentioned by the groups were Lee Cooper, Provogue, Woodland and Red Tape. All four of these brands were suitable for the study of brand extensions because they met the prerequisite of being well known to the sample. The brand Woodland was randomly chosen as the parent brand from the options. Secondary data supported this choice, as Woodland currently owns around 40 percent of the casual premium shoe market, has a retail presence across India and is planning future expansion into other product categories. The branded sunglasses category was predetermined as the probable extension category for this research. The rationale in doing so was the current trend among Indian fashion brands to provide lifestyle solutions for their consumers by extending into other lifestyle product categories like watches, leather garments, lingerie and eyewear, especially to the 18 – 25 year old demographic. Thus, the hypothetical brand extension scenario used as stimulus in the study was the launch of Woodland sunglasses. It was clarified in the questionnaire that the scenario of Woodland launching Woodland sunglasses was purely hypothetical. The second contribution of the study is a clear ranking of the major determinants of feedback effects on the parent brand when considered simultaneously. Previous studies have considered only one or two major antecedents, and have been unable to prehensively rank them. This study considers a larger list than usual, and is therefore able to contribute to a ranking assessment. This rank order is more meaningful and realistic, as it considers interrelationships among the key brand extension variables. The ranking of effects is as follows: 1. Perceived fit 2. Parent Brand Image 3. Brand extension attitude When the parent brand is considered strong enough, consideration can be given to designing a brand extension. The results suggest that a key principle in design should be a close fit with the parent brand. This is achieved through choosing appropriate brand elements that are consistent with the parent brand. Examples include the use of consistent packaging as well as the use of the brand’s lettering and color. Apart from ensuring brand extension acceptance, it would also ensure a positive contribution to the parent brand. Implications also exist regarding promotional decisions. Given the central importance of fit, all munications designed for the brand extension should focus on enhancing links with the parent brand’s core values. This necessitates municating the fit between the parent brand and the extension through appropriate positioning of the extension, for example positioning of Olay vitamins as beauty products and not health supplements. Developing attitudes towards the brand extension are also crucial, as consumers’ first impressions of the extension matter. Research with managers has shown that they are interested in generating quick initial adoption of the extension. The promotional campaign should develop stronger consumer attitudes towards the extension to create a perception of value in the brand extension per se so that the extension bees selfsustaining in the long run. Consumer needs are being fragmented, and corporations expect managers to launch brands and brand extensions in order to meet those emerging needs. A potential risk for managers is launching a successful brand extension that diminishes the parent brand equity. Brand extension successes alone do not automatically guarantee positive feedback effects. In the era of brand consolidation, if brand extensions fail to contribute to the p