ENGLISH

Building Brand Value the Playboy Way

By Susan Gunelius

Book information

Publisher
Palgrave Macmillan
Year
2009
ISBN
023057789X, 9780230577893
LCC
PN4900.P5 .G86 2009
Open Library ID
OL23935897M
Language
english
Format
PDF
Filesize
965 kB (988116 bytes)
Pages
209\209
Orientation
yes
Scanned
no
Time added
2011-08-31 04:54:40

Description

With $8000 and a dream to create a men's lifestyle magazine that he would like to read, Hugh Hefner put together the first issue of Playboy magazine on his kitchen table. Over half a century later, Playboy has grown to become one of most well known brands in the world, and Hefner remains the face of the brand and the ultimate brand champion.Susan Gunelius uncovers how a brand associated with sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. For over 50 years, Hugh Hefner has lived the Playboy brand promise, and Playboy has become one of the most recognized brands in the world. It's a fascinating story of determination, dedication and belief in a product. It's the story of brand building, brand value, brand longevity and the ultimate brand champion.

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