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":"710cf6c0ef558a3d2eb9aca3a09ed098","s":"cd3eb7ac9edb0b46"}
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