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":"85ea1aa6eced6ba1b6976531bd4688c5","s":"1d7e1f2019b0d212"}
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