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A Relationship Brand History in Review

In: Building Brand Value the Playboy Way

Author

Listed:
  • Susan Gunelius

    (KeySplash Creative, Inc.)

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.

Suggested Citation

  • Susan Gunelius, 2009. "A Relationship Brand History in Review," Palgrave Macmillan Books, in: Building Brand Value the Playboy Way, chapter 0, pages 159-167, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23958-6_18
    DOI: 10.1057/9780230239586_18
    as

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