Marketing
April 20, 2023
Discounting and traditional branding can dent brand equity, whereas emotional storytelling increases the scope for achieving higher profit margins. Image credit: Louis Vuitton
By a Luxury Daily columnist
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","iv":"9bd2a5567377701a812ed46ea2b365f1","s":"dd39d8cc88697351"}
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