Research
April 30, 2015
Burberry ad campaign image featuring Heritage Trench Coats
By Sarah Jones
NEW YORK – A brand is a living entity constantly adapting to external forces, according to an executive from Interbrand at the Luxury Insights Summit 2015 April 29.
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","iv":"9a303e55a5d9cdfd1a91f1e5278a0d1f","s":"59eec90edc381f4a"}
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