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Do contests dilute the luxury brand image?

October 10, 2012

 

By Tricia Carr

Luxury marketers often use contests to increase brand awareness for aspirational consumers who cannot buy into the brand otherwise. However, these efforts could be a waste since true affluent consumers are not likely to participate.

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  1. Hublot nods to tennis champion Novak Djokovic with custom chronograph
  2. Off the Cuff: A Q&A with Steinway & Sons' Ben Steiner
  3. Roche Bobois furnishes boutique resort in Turks and Caicos
  4. EssilorLuxottica establishes Inclusion Committee
  5. Home office boom fading in favor of living room, kitchen refurbs: 1stDibs
  6. Louis Vuitton opens applications for biennial Watch Prize
  7. Luxury Unfiltered: Hermès and Patek Philippe prove trust is the true luxury
  8. ‘Copy Nothing’ campaign defines next era at Jaguar
  9. Audemars Piguet unveils collaboration with artist Kaws
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