The Future of the Playboy Brand

Abstract

As the first decade of the 2000s neared its end, Playboy Enterprises existed as a mid-size communications and entertainment company with questionable growth expectations. Its stock price dropped in 2008 to a record low (as did many other companies’ stocks due in part to weak economies around the world negatively affecting all aspects of business). It was a position the company had been in before in 1976 when its stock price dropped to just $4 per share. While the Playboy Enterprises’ stock price was falling in the late 2000s and many other men’s magazines were folding or being sold, the Playboy brand remained strong. In fact, the Playboy brand was experiencing a resurgence in popularity that Playboy Enterprises could leverage to stay afloat and strategize for the future.

There is definitely more competition or clutter in the marketplace, but no matter how much money I gave you, you couldn’t build brand equity like that enjoyed by Playboy today.

Christie Hefner, January 2008 Interview with Leaders Magazine