New Brand Extensions

Susan Gunelius
Additional contact information
Susan Gunelius: KeySplash Creative, Inc.

Chapter Chapter 15 in Building Brand Value the Playboy Way, 2009, pp 133-140 from Palgrave Macmillan

Abstract: Abstract As 1990 began, Hugh Hefner had removed himself completely from daily business operations at Playboy Enterprises. While he still participated in major strategic decisions, his business role in the 1990s was dedicated to editing Playboy magazine, although he still retained control of major decision-making, despite his absence. Christie Hefner was given the monumental task to lead the company back to profitability. Throughout the decade, Playboy Enterprises would be rebuilt, but it would never reach the size, strength or profitability that it achieved 20 years earlier. Christie Hefner continued on the strategic path she started in the 1980s wherein Playboy Enterprises worked to refocus the brand on its core competencies and strongest businesses. Primary areas of concentration in the 1990s would be television, merchandising, and the Internet.

Keywords: Brand Extension; Global Expansion; Brand Relationship; Cable Operator; Business Role (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23958-6_15

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230239586

DOI: 10.1057/9780230239586_15

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().