Building Brand Value the Playboy Way

ISBN-13: 9781349367559 / Angielski / Miękka / 2009 / 188 str.

S. Gunelius

Opis

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."

Spis treści

PART I: REINVENTING AN INDUSTRY - THE YEARS UP TO 1959 The Brand Dream A Brand is Born Nurturing a Brand The First Brand Extensions PART II: A BRAND RISES DESPITE THE NAYSAYERS - THE 1960'S Growth Explosion Defending the Brand Living the Brand PART III: THE BRAND GOES GLOBAL - THE 1970'S The Brand Seen and Protested Around the World A Brand Peaks A Brand Gives Back PART IV: A BRAND IN DECLINE - THE 1980'S A Changing World A Changing of the Guard A Change of Course PART V: REINVENTING A BRAND - THE 1990'S A New Focus New Brand Extensions The Brand Champion Returns to the Spotlight PART VI: A BRAND RISES BACK TO THE TOP - THE 2000'S A Brand for a New Generation Focus on Relationship Branding The Future of the Playboy Brand

O autorze

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.