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Do contests dilute the luxury brand image?

October 10, 2012

 

By Tricia Carr

Luxury marketers often use contests to increase brand awareness for aspirational consumers who cannot buy into the brand otherwise. However, these efforts could be a waste since true affluent consumers are not likely to participate.

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  1. Dior builds five-story statement flagship in Beijing
  2. Brunello Cucinelli casts holiday spell with ‘Cinema Meraviglia’
  3. Happy Holidays!
  4. Chef Yotam Ottolenghi to debut first Netherlands restaurant at Mandarin Oriental Amsterdam
  5. Louis Vuitton shares names of final Watch Prize contestants, jury members
  6. Harrods announces key leadership appointment
  7. Audi propels Santa into the future with electric sleigh
  8. Exclusive Resorts purchases Inspirato for $59M
  9. Ruinart reveals annual Carte Blanche creative collaboration
  10. Kering to acquire jewelry manufacturer Raselli Franco Group
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