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
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","iv":"91f6bdaf5f4b0b312424cee0adb4e3ce","s":"a40cfc582fe3537c"}