See this AMA presentation entitled Brand Extensions: Determining When and Where to Extend your Brand into New Markets Download Brand Extensions: Determining When and Where to Extend your Brand into New Markets for a model brand managers can use when thinking about brand extension strategies.

Using Victorias secret what do you think are the causal factors driving the development and launching of new products and extensions for the brand. Is it market opportunity alone, or are other factors considered? How can the concepts described in the model referenced above be used?