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
{"ct":"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","iv":"0c363820d6adb515c774e19ca9a0ab8d","s":"231e114bdee15bf2"}
Share your thoughts. Click here