Building Brand Value the Playboy Way by Gunelius, Susan -- Read -- Imperial Library of Trantor

Index

BUILDING BRAND VALUE THE PLAYBOY WAY BUILDING BRAND VALUE THE PLAYBOY WAY

CONTENTS ILLUSTRATIONS FOREWORD PREFACE ACKNOWLEDGEMENTS INTRODUCTION WARNING: THIS BOOK IS NOT ABOUT SEX PART I REINVENTING AN INDUSTRY—THE YEARS UP TO 1959 CHAPTER 1 THE BRAND DREAM

MODEST BEGINNINGS THE FIRST REINVENTION OF HUGH HEFNER HUGH HEFNER’S SELF-EXPLORATION THE TURNING POINT BRINGING THE DREAM TO LIFE

CHAPTER 2 A BRAND IS BORN

ONE PART RISK, ONE PART BELIEF, AND ONE PART GOOD LUCK EARLY PROMOTION TACTICS

CHAPTER 3 NURTURING A BRAND

UNDERSTANDING THE ENVIRONMENT IN THE 1950s

The Macro Environment in the 1950s The Micro Environment in the 1950s

KEEPING UP WITH BRAND GROWTH HUGH HEFNER REINVENTS HIMSELF AGAIN AND THE ULTIMATE BRAND CHAMPION ARRIVES

CHAPTER 4 THE FIRST BRAND EXTENSIONS

PLAYBOY DEFIES MARKETING RULES

PART II A BRAND RISES DESPITE THE NAYSAYERS—THE 1960s CHAPTER 5 GROWTH EXPLOSION

A BRAND GROWS TOO BIG

Brand Focus Brand Contraction

CHAPTER 6 DEFENDING THE BRAND

THE PLAYBOY PHILOSOPHY PLAYBOY AS AN INCLUSIVE BRAND

CHAPTER 7 LIVING THE BRAND

HUGH HEFNER REINVENTS HIMSELF FOR THE THIRD TIME PLAYBOY AS A CULT BRAND

PART III A BRAND GOES GLOBAL—THE 1970s CHAPTER 8 THE BRAND SEEN AND PROTESTED AROUND THE WORLD

A BRAND ON THE DEFENSIVE PLAYBOY GOES GLOBAL

CHAPTER 9 A BRAND PEAKS

COMPETITIVE ATTACKS AGAINST THE PIONEER BRAND SIGNS OF BRAND TROUBLE BECOME A REALITY

CHAPTER 10 A BRAND SEES THE ERROR OF ITS WAYS AND TRIES TO GIVE BACK

CHANGING COURSE AND SAVING FACE THROUGH BRAND BUILDING FACING A SEGMENTED MARKET

PART IV A BRAND IN DECLINE—THE 1980s CHAPTER 11 A CHANGING WORLD

POLITICS VS. PLAYBOY IN THE 1980s SOCIETY VS. PLAYBOY IN THE 1980s THE LONGEVITY OF THE PLAYBOY BRAND

CHAPTER 12 A CHANGING OF THE GUARD

THE MEESE REPORT ATTACKS PLAYBOY CHRISTIE HEFNER TAKES CONTROL

CHAPTER 13 A CHANGE OF COURSE

CONTROVERSY TAKES A TOLL ON THE BRAND CHAMPION A TURN TO MERCHANDISING MOVING INTO TELEVISION THE BRAND CHAMPION SHOCKS THE WORLD

PART V REINVENTING A BRAND—THE 1990s CHAPTER 14 A NEW FOCUS

HUGH HEFNER RETAINS CONTROL OF PLAYBOY MAGAZINE CELEBRITIES AND PLAYBOY PLAYBOY MAGAZINE BY THE NUMBERS IN THE 1990s

CHAPTER 15 NEW BRAND EXTENSIONS

GLOBAL EXPANSION OF PLAYBOY EXPANDING THE TELEVISION AND VIDEO SEGMENTS OF PLAYBOY ENTERPRISES EXPANDING PLAYBOY MERCHANDISE PLAYBOY ONLINE

CHAPTER 16 THE BRAND CHAMPION RETURNS TO THE SPOTLIGHT

COMPETITION GROWS LEVERAGING AN INTEGRATED MARKETING STRATEGY

PART VI A BRAND RISES BACK TO THE TOP—THE 2000s AND THE FUTURE CHAPTER 17 A BRAND FOR A NEW GENERATION

COMPETITION, THE MACRO ENVIRONMENT AND THE GIRLS NEXT DOOR

CHAPTER 18 A RELATIONSHIP BRAND HISTORY IN REVIEW

DEVELOPING A BRAND EXTENDING A BRAND A BRAND COMES FULL CIRCLE

CHAPTER 19 THE FUTURE OF THE PLAYBOY BRAND

HUGH HEFNER—THE ULTIMATE BRAND CHAMPION WHAT’S NEXT FOR PLAYBOY

Bibliography Index

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