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":"0c3035e71c2a68b7543e37f3f3332ae8","s":"f2df97639f8e1117"}
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