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":"6a33f080d387f45e5a33af7225ea6060","s":"ed1d8ac82f985958"}
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