The Future of the Playboy Brand

Susan Gunelius
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Susan Gunelius: KeySplash Creative, Inc.

Chapter Chapter 19 in Building Brand Value the Playboy Way, 2009, pp 168-176 from Palgrave Macmillan

Abstract: Abstract As the first decade of the 2000s neared its end, Playboy Enterprises existed as a mid-size communications and entertainment company with questionable growth expectations. Its stock price dropped in 2008 to a record low (as did many other companies’ stocks due in part to weak economies around the world negatively affecting all aspects of business). It was a position the company had been in before in 1976 when its stock price dropped to just $4 per share. While the Playboy Enterprises’ stock price was falling in the late 2000s and many other men’s magazines were folding or being sold, the Playboy brand remained strong. In fact, the Playboy brand was experiencing a resurgence in popularity that Playboy Enterprises could leverage to stay afloat and strategize for the future.

Keywords: Stock Price; Smokeless Tobacco; Online Gaming; Smokeless Tobacco Product; Brand Experience (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_19

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DOI: 10.1057/9780230239586_19

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