Discounting and traditional branding can dent brand equity, whereas emotional storytelling increases the scope for achieving higher profit margins. Image credit: Louis Vuitton
How luxury brands can avoid the discounting growth trap
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments
Discounting and traditional branding can dent brand equity, whereas emotional storytelling increases the scope for achieving higher profit margins. Image credit: Louis Vuitton
{"ct":"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","iv":"f4e87c1c0efcb6c496463ce1a7454c41","s":"7c44e1e8b6920539"}