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":"aba6376fd844acee6c6a19d911fedd6b","s":"cff55379f7e39dd2"}
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