Living the Brand

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

Chapter Chapter 7 in Building Brand Value the Playboy Way, 2009, pp 55-63 from Palgrave Macmillan

Abstract: Abstract While spending a great deal of time defending the Playboy brand in the 1960s, Hugh Hefner’s role as the face of the Playboy brand also grew. He seized opportunities to defend the Playboy Philosophy in magazines and newspapers and on television. A Canadian documentary about Hefner called The Most premiered in 1961, and Hefner appeared on television shows as diverse as Warren Buffet’s Firing Line to The Tonight Show and Laugh-In. Articles and interviews with Hefner appeared in magazines and newspapers as varied as BusinessWeek, Barron’s, Newsweek, and Mad magazine. Hefner and Playboy were everywhere, and as Hefner’s star rose, so did Playboy’s earnings. In the 1960s, Hefner became the very thing that enamored him most during his youth—a celebrity.

Keywords: Emotional Connection; Brand Extension; Brand Umbrella; Game Room; Loyal User (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_7

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

DOI: 10.1057/9780230239586_7

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 ().