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":"b272368301049c4f9fd3ef758879fa75","s":"b69bd2a5860c7637"}
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