A Brand for a New Generation

Susan Gunelius
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Susan Gunelius: KeySplash Creative, Inc.

Chapter Chapter 17 in Building Brand Value the Playboy Way, 2009, pp 151-158 from Palgrave Macmillan

Abstract: Abstract With the start of a new century, Playboy Enterprises began to see the light at the end of a long, dark tunnel. The beginning of the 2000s brought a revived Hugh Hefner back to the spotlight as the ultimate brand champion, and a new generation of consumers was very receptive to his return. At the same time, Playboy TV was thriving and Playboy magazine, while much smaller in terms of circulation than it had been 20 years earlier, was still the number one men’s magazine. Playboy.com was growing quickly, and an expanding global audience was gaining access to the Playboy brand through a variety of distribution channels.

Keywords: Online Gaming; Relationship Brand; Online Business; Marketing Tactic; Young Audience (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23958-6_17

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DOI: 10.1057/9780230239586_17

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