Building brand value the Playboy way
By: Susan Gunelius.
Publisher: Palgrave Macmillan
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9780230577893
Subjects: Playboy Enterprises; Branding (Marketing) -- United States; Target marketing -- United States
Description: "Susan Gunelius uncovers how a brand about sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. It's the story of brand building, brand value, brand longevity and the ultimate brand champion"--Provided by publisher.
Notes: Includes bibliographical references and index.
Table of contents: title: Machine generated contents note: PART I: REINVENTING AN INDUSTRY - THE YEARS UP TO 1959 * The Brand Dream * A Brand is Born * Nurturing a Brand * The First Brand Extensions * PART II: A BRAND RISES DESPITE THE NAYSAYERS - THE 1960S * Growth Explosion * Defending the Brand * Living the Brand * PART III: THE BRAND GOES GLOBAL - THE 1970S * The Brand Seen and Protested Around the World * A Brand Peaks * A Brand Gives Back * PART IV: A BRAND IN DECLINE - THE 1980S * A Changing World * A Changing of the Guard * A Change of Course * PART V: REINVENTING A BRAND - THE 1990S * A New Focus * New Brand Extensions * The Brand Champion Returns to the Spotlight * PART VI: A BRAND RISES BACK TO THE TOP - THE 2000S * A Brand for a New Generation * Focus on Relationship Branding * The Future of the Playboy Brand PART I: REINVENTING AN INDUSTRY - THE YEARS UP TO 1959 * The Brand Dream * A Brand is Born * Nurturing a Brand * The First Brand Extensions * PART II: A BRAND RISES DESPITE THE NAYSAYERS - THE 1960S * Growth Explosion * Defending the Brand * Living the Brand * PART III: THE BRAND GOES GLOBAL - THE 1970S * The Brand Seen and Protested Around the World * A Brand Peaks * A Brand Gives Back * PART IV: A BRAND IN DECLINE - THE 1980S * A Changing World * A Changing of the Guard * A Change of Course * PART V: REINVENTING A BRAND - THE 1990S * A New Focus * New Brand Extensions * The Brand Champion Returns to the Spotlight * PART VI: A BRAND RISES BACK TO THE TOP - THE 2000S * A Brand for a New Generation * Focus on Relationship Branding * The Future of the Playboy Brand .