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":"082a05258e36e4a3c037e8bbbab512b6","s":"a176bafc46c2ceee"}
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