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The Future of the Playboy Brand

In: Building Brand Value the Playboy Way

Author

Listed:
  • Susan Gunelius

    (KeySplash Creative, Inc.)

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.

Suggested Citation

  • Susan Gunelius, 2009. "The Future of the Playboy Brand," Palgrave Macmillan Books, in: Building Brand Value the Playboy Way, chapter 0, pages 168-176, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23958-6_19
    DOI: 10.1057/9780230239586_19
    as

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