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A Brand for a New Generation

In: Building Brand Value the Playboy Way

Author

Listed:
  • Susan Gunelius

    (KeySplash Creative, Inc.)

Abstract

With the start of a new century, Playboy Enterprises began to see the light at the end of a long, dark tunnel. The beginning of the 2000s brought a revived Hugh Hefner back to the spotlight as the ultimate brand champion, and a new generation of consumers was very receptive to his return. At the same time, Playboy TV was thriving and Playboy magazine, while much smaller in terms of circulation than it had been 20 years earlier, was still the number one men’s magazine. Playboy.com was growing quickly, and an expanding global audience was gaining access to the Playboy brand through a variety of distribution channels.

Suggested Citation

  • Susan Gunelius, 2009. "A Brand for a New Generation," Palgrave Macmillan Books, in: Building Brand Value the Playboy Way, chapter 0, pages 151-158, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23958-6_17
    DOI: 10.1057/9780230239586_17
    as

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