A Relationship Brand History in Review

Susan Gunelius
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Susan Gunelius: KeySplash Creative, Inc.

Chapter Chapter 18 in Building Brand Value the Playboy Way, 2009, pp 159-167 from Palgrave Macmillan

Abstract: Abstract The start of a new century placed Playboy Enterprises in a positive position. The resurgence in the brand’s popularity among a new generation boded well for the company’s short-term growth. However, that growth would be short-lived. Much of the turnaround would occur due to a changing macro environment and rapid technological developments that caused consumers to shift their preferred distribution methods faster than Playboy Enterprises was prepared to handle. Those technological developments opened the doors for increased competition from low-cost providers, which Playboy Enterprises did not foresee. In short, Playboy Enterprises found itself in a reactionary position again, trying to catch up with new competition and the world that was quickly changing around it.

Keywords: Customer Loyalty; Brand Extension; Relationship Brand; Strong Brand; Loyal Consumer (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_18

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DOI: 10.1057/9780230239586_18

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