Building Brand Value the Playboy Way

Overview

With $8000 and a dream to create a men's lifestyle magazine that he would like to read, Hugh Hefner put together the first issue of Playboy magazine on his kitchen table. Over half a century later, Playboy has grown to become one of most well known brands in the world, and Hefner remains the face of the brand and the ultimate brand champion.

Susan Gunelius uncovers how a brand associated with sex survived and thrived despite attacks from every direction, in an increasingly ...

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Overview

With $8000 and a dream to create a men's lifestyle magazine that he would like to read, Hugh Hefner put together the first issue of Playboy magazine on his kitchen table. Over half a century later, Playboy has grown to become one of most well known brands in the world, and Hefner remains the face of the brand and the ultimate brand champion.

Susan Gunelius uncovers how a brand associated with sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. For over 50 years, Hugh Hefner has lived the Playboy brand promise, and Playboy has become one of the most recognized brands in the world. It's a fascinating story of determination, dedication and belief in a product. It's the story of brand building, brand value, brand longevity and the ultimate brand champion.

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Product Details

  • ISBN-13: 9780230577893
  • Publisher: Palgrave Macmillan
  • Publication date: 10/27/2009
  • Pages: 256
  • Product dimensions: 6.40 (w) x 9.30 (h) x 0.80 (d)

Meet the Author

SUSAN GUNELIUS is President & CEO of KeySplash Creative, Inc. (www.KeySplashCreative.com), a full-service marketing communications company. She spent the first decade of her career managing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Gunelius is an author with several business books published to date, and her marketing-related articles appear on websites such as Entrepeneur.com, MSNBC.com, FoxBusiness.com and more. She is also an active blogger writing about marketing, branding, advertising and more on her own blogs, www.KeySplashCreativeConversations.com and www.WomenOnBusiness.com as well as for a variety of clients. Gunelius is often called upon to speak at events and conferences as an expert on marketing, branding, social media, blogging and writing.

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Table of Contents

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

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