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Palgrave Macmillan
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Building Brand Value the Playboy Way

  • Book
  • © 2009

Overview

Authors:
  1. Susan Gunelius

    1. KeySplash Creative, Inc., USA

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Table of contents (19 chapters)

  1. Front Matter

    Pages i-xx
    Download chapter PDF

  2. Reinventing an Industry—The Years up to 1959

    1. Front Matter

      Pages 1-1
      Download chapter PDF

    2. The Brand Dream

      • Susan Gunelius
      Pages 3-11

    3. A Brand is Born

      • Susan Gunelius
      Pages 12-19

    4. Nurturing a Brand

      • Susan Gunelius
      Pages 20-25

    5. The First Brand Extensions

      • Susan Gunelius
      Pages 26-34

  3. A Brand Rises Despite the Naysayers—The 1960s

    1. Front Matter

      Pages 35-36
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    2. Growth Explosion

      • Susan Gunelius
      Pages 37-46

    3. Defending the Brand

      • Susan Gunelius
      Pages 47-54

    4. Living the Brand

      • Susan Gunelius
      Pages 55-63

  4. A Brand Goes Global—The 1970s

    1. Front Matter

      Pages 65-66
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    2. The Brand Seen and Protested Around the World

      • Susan Gunelius
      Pages 67-73

    3. A Brand Peaks

      • Susan Gunelius
      Pages 74-86

    4. A Brand Sees the Error of its Ways and Tries to Give Back

      • Susan Gunelius
      Pages 87-92

  5. A Brand in Decline—The 1980s

    1. Front Matter

      Pages 93-93
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    2. A Changing World

      • Susan Gunelius
      Pages 95-102

    3. A Changing of the Guard

      • Susan Gunelius
      Pages 103-111

    4. A Change of Course

      • Susan Gunelius
      Pages 112-120

  6. Reinventing a Brand—The 1990s

    1. Front Matter

      Pages 121-121
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    2. A New Focus

      • Susan Gunelius
      Pages 123-132
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Keywords

About this book

Susan Gunelius uncovers how a brand about sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. It's the story of brand building, brand value, brand longevity and the ultimate brand champion.

Authors and Affiliations

  • KeySplash Creative, Inc., USA

    Susan Gunelius

About the author

SUSAN GUNELIUS is President& CEO of KeySplash Creative, Inc. (www.KeySplashCreative.com), a full-service marketing communications company. She spent the first decade of her career managing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Gunelius is an author with several business books published to date, and her marketing-related articles appear on websites such as Entrepeneur.com, MSNBC.com, FoxBusiness.com and more. She is also an active blogger writing about marketing, branding, advertising and more on her own blogs, www.KeySplashCreativeConversations.com and www.WomenOnBusiness.com as well as for a variety of clients. Gunelius is often called upon to speak at events and conferences as an expert on marketing, branding, social media, blogging and writing.

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