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Building brand value the Playboy way

Record Type:	Electronic resources : Monograph/item
Title/Author:	Building brand value the Playboy way/ SusanGunelius.
Author:	Gunelius, Susan.
Published:	Basingstoke, Hampshire ;Palgrave Macmillan, : 2009.,
Description:	1 online resource (xx, 188 p.)
Notes:	Description based on print version record.
Subject:	Branding (Marketing) - United States. -
Online resource:	access to fulltext (Palgrave)
ISBN:	9780230239586 (electronic bk.)

Building brand value the Playboy way
Gunelius, Susan.

Building brand value the Playboy way[electronic resource] /SusanGunelius. - Basingstoke, Hampshire ;Palgrave Macmillan,2009. - 1 online resource (xx, 188 p.)

Description based on print version record.

Includes bibliographical references (p. 177-182) and index.

The brand dream -- A brand is born -- Nurturing a brand -- The firstbrand extensions -- Growth explosion -- Defending the brand -- Living the brand -- The brand seen and protested around the world -- A brand peaks -- A brand gives back -- A changing world -- A changing of the guard -- A change of course -- A new focus -- New brand extensions -- The brand champion returns to the spotlight --A brand for a new generation-- Focus on relationship branding -- The future of the Playboy brand.

With

ISBN: 9780230239586 (electronic bk.)

Standard No.: 10.1057/9780230239586doiSubjects--Corporate Names:

305127
Playboy Enterprises.
Subjects--Topical Terms:

305128
Branding (Marketing)
--United States.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: PN4900.P5 / G86 2009eb

Dewey Class. No.: 338.7/61051

Building brand value the Playboy way
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100 1 $a Gunelius, Susan. $3 305126
245 1 0 $a Building brand value the Playboy way $h [electronic resource] / $c SusanGunelius.
260 $a Basingstoke, Hampshire ; $a New York : $c 2009. $b Palgrave Macmillan,
300 $a 1 online resource (xx, 188 p.)
500 $a Description based on print version record.
504 $a Includes bibliographical references (p. 177-182) and index.
505 0 $a The brand dream -- A brand is born -- Nurturing a brand -- The firstbrand extensions -- Growth explosion -- Defending the brand -- Living the brand -- The brand seen and protested around the world -- A brand peaks -- A brand gives back -- A changing world -- A changing of the guard -- A change of course -- A new focus -- New brand extensions -- The brand champion returns to the spotlight --A brand for a new generation-- Focus on relationship branding -- The future of the Playboy brand.
520 $a With $8 000 and a dream to create a men's lifestyle magazine that he would like to read, Hugh Hefner put together the first issue of Playboymagazine 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.
520 $a "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"--Provided by publisher.
610 2 0 $a Playboy Enterprises. $3 305127
650 0 $a Branding (Marketing) $z United States. $3 305128
650 0 $a Target marketing $z United States. $3 305129
655 7 $a Electronic books. $2 local. $3 96803
776 0 8 $i Print version: $a Gunelius, Susan. $t Building brand value the Playboy way. $d Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2009 $z 9780230577893 $w (DLC) 2009044146 $w (OCoLC)460934658
856 4 0 $3 Palgrave Connect $u http://www.palgraveconnect.com/doifinder/10.1057/9780230239586 $z access to fulltext (Palgrave)