Building Brand Value the Playboy Way

Part I. Reinventing an Industry—The Years up to 1959

1. The Brand Dream
Susan Gunelius

2. A Brand is Born
Susan Gunelius

3. Nurturing a Brand
Susan Gunelius

4. The First Brand Extensions
Susan Gunelius

Part II. A Brand Rises Despite the Naysayers—The 1960s

5. Growth Explosion
Susan Gunelius

6. Defending the Brand
Susan Gunelius

7. Living the Brand
Susan Gunelius

Part III. A Brand Goes Global—The 1970s

8. The Brand Seen and Protested Around the World
Susan Gunelius

9. A Brand Peaks
Susan Gunelius

10. A Brand Sees the Error of its Ways and Tries to Give Back
Susan Gunelius

Part IV. A Brand in Decline—The 1980s

11. A Changing World
Susan Gunelius

12. A Changing of the Guard
Susan Gunelius

13. A Change of Course
Susan Gunelius

Part V. Reinventing a Brand—The 1990s

14. A New Focus
Susan Gunelius

15. New Brand Extensions
Susan Gunelius

16. The Brand Champion Returns to the Spotlight
Susan Gunelius

Part VI. A Brand Rises Back to the Top—The 2000s and the Future

17. A Brand for a New Generation
Susan Gunelius

18. A Relationship Brand History in Review
Susan Gunelius

19. The Future of the Playboy Brand
Susan Gunelius

Keywords: Business and Management, Marketing, International Business, International Economics, Management