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":"10f4f4428f15756923a128e41bf391f2","s":"42fdcf7aa5c596a0"}
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