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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. Ralph Lauren, Team USA reveal 2026 Winter Olympic uniforms
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  5. Presenting bespoke models, Bentley tributes ‘Dutch Masters’
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Follow @LuxuryDaily for the latest in luxury news
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