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":"da9533ed30c82d845696dba880fdee89","s":"f4cf582884b48a22"}
Share your thoughts. Click here