Marketing
May 19, 2020
Most luxury brands have lost a staggering amount of earnings during this crisis, but a lot of these drastic results could have been avoided with brand audits. Image credit: Shutterstock
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Wdx3GStBb6V1XnxrlC0r5k4itwrdBQF9FKawX+vBFQglknJRYlBy0HWQlDuUQ59gpUwBA+ROsLBLf0yYSqZDhLxLaqpdmQODYet6iRHdNZbVENpfPuV2qCoT56S0KHXblAsYY4nFB4cpC+6bu0YkYblis6+7JII1M3hF3ji+zIun+gQYjdVAhnxZO+h3aymObPml8mCyDMXyGYqK1NFB8pXRT\/hgX9K8gn2jRgIWQJ8nTVsinYesmLewBIK6RivYkbaoACqpTGi72HDWsmpJ0amSMbRG+o97rxmnwYXezIomeIATWQ49JZBG1MA9xrljuZLtDf7XG6n18+xPDIrL2fSL39Qq2czECTHopWTePCcquQVBDiYM\/ca1IMnxMqqlBCILYOqj77IyfFDpLO\/vUS+jACeKjdlBWCPsuIoOzczR3\/gIc2ssIpXnZteAzNi0k77TXJqm\/O8xve47TqPxELI+4WxxEZXxEQ0o4nM+xu5LtjYqkFB+L8xzmvKdYV5m7E69P4iFawUzSwuqPp39RdhpXAsrqUqypUW\/0BVQDr2pTQ8E3oGZkQJwhkPLqxYCLYKOA1Gqhj+LgSszkFpsg8kWlnd32eOJBG34rjIY+kXaY6FeR2Qe\/x5Fv5avNI1XRgqAHRKwqIXbN6SYDmKi\/a3CETxox4X4fjSds6rtfBip0u+LWl7yJ1nvYALA7DiPyVL7D06+R63o5RitdKNP380vysvGoZyxOsMvIBttSRALSCLTp0ilA451WStCWqL8JsX2oU0NrG2hOGNjIXBCQSmVzV\/b1REyfudzYrsQlEjajXwkkjgn2rv04lSAdHuXzaCzOEcuMD6QAz5ZaFlrRMfscY7I5+wHTFw4wSoJUHoJjVAsrk50Wfag3yOs83YEX80Urc4mriHvM9FscAaf+LGQlbgSpwJlOVAKoifmKOmGil1TpBeaETvsxPGomPWZYigArVwWRfLUlyQ9Wxq9it2B6mUFJ3Yxm7SHdlT2nCcCUwcJPMvjBBuG220s5pobdsghHHpgm6BBeRtrEEFHT817kxHjppPPSqhOMGq3NWWn0aOPhA03URureCXE0SqMbrxL88E6ybuKmfvSfU9rTTU1PJu0NN4DvrRfJ0w5Rrq3r1R67dTcO5sk4uBdZa+QhuVPgHJN51zcRZzjp2zzb6ymn0wEaJMXCMYIFR0A0vFiJFTpe3iKd9aYlv4Al6+c6hQ6vc4fUJHCGdvHftSkLQfwN4xUG\/4Y\/ThXA0wFMX18Xs+5Djdl5N0+mUxJNOzl44uifuzk2McYBzxGhlJv8If+t+BL\/DwvH2r7\/OpRVB3zYHJ80Enppi9aP42UitSFoThIotJZ52uGLPWxehCti2wQ0f8gP+sFyR62Sll2X8MWEMkLpDipPlou2O6eBqdXZT5IMU2DwZlft3FdlVHWhYruGihPjef39UB\/GtgCRk8UMFKkdxnVOU2HG4\/KgJdQ2YdINs1pvgeu9Xy0P4mEjsl8ukOZtrWUaGJPBwDx3t6iAPjLhNRyJf8XVAUDxYcwtF1MA6FBBdoOA2HfNSJ1xkqqYh3PorithVPsM61MRinZPAQev5BFSpln6+40CRGCO2p7teLQoyCu\/vfwYMkghKQ1xqc+Szfg4MbZmAPhOecWIIscMueuyC5m1xRYRosCTkGUKwtza1KPMVJO0Omk3lKqNGqb9Inb8oOhT992y1k1bK8YMdUb6DWQkhKCaaRf96FJtoiFZDvjAco78mL3kWprU5DXRJd9yGnKOQhY3sZTsahUWkN06rYgggaWwMVGZwt3QbjusdYKBaeAy8iN5V7WFlRBI52QEjoBK2DW03D4a9lepnimomQUTGkwEOxmD8+H4c6X\/dyJkYrspNi1hpEgicy5bi5Wf\/n7xJC6eN\/v\/atP2jhcwPyxT30WBYW5luJ2VeJu1iFTUYdqo4cr7A3Mxk7LoqQjCQ\/6zAl7en+VSbHuLUEPIQSHkGK50rjYNzFPrjhK6UpYIrHdsL5dcVh0AkdR+lSUHJ6XJmRL0mDr5KHCClSWcjGO4ycHlyMi\/rmsQQTvalL\/t2XEjMPnwcOS75sA48PiZc7KTokyXqUHvHqwVICocw7TfdLx8cNGM5g9gqUjnkc4fA4S\/boCJO9ioEYn2of5aV7kzdqnrFtvH6MJj81BwF6qMh4LYLobGkgU1lhdmRePHV0ullHkaKOJWSKoCNvu6if5xbeF0\/vfMHTYtg7XwwlkdtRamAs9dhcdipivwUaeCTjRC5ly97h7mQ6x4c4WqBC52e2QOJjtR6fHwmbWOt6o0fSRiEhKtxDAPJlAjvYOs2ZwzLG8gE+zG+61s7YiA51rquwsRRyC+G6Gf0r9FJcc\/Aa4qzRIwrhPmrALfkHifwYboa6nXLLXSwDpx4yuw9OGxSnUlMUuvcOrMrlOQeSuyjEWaKFtvPTmbv6c\/xPeNqbJ+ASnMgXblPBsb909iYfOQyzZo8kcjC4gQZGt+G2AOgfI2VJvv9AHZFONjzv8FTDwjb43QKc1UzKpk1FhGYd4Wh49JUNKT9f6IRCAo0mXW9kvyKRRXFJXqBeYrdOgN5GZtTSMszZxYwzYeiaxA1EHluY+TkOjTZBAAhJ8st04EcVhB5jrGbP\/yKGetko3vdQYB76sSWhVPME3la0NdaK82\/TwvSb\/ZnF72\/PgZ\/wf7Z9pqtm1gliHTEiymswKuuk5YQkzT6Nh1PDh0589WECdi8Gt4Drl1bcO2zIaJzmEwp1xmtszTCdKhS0cC1IOK+HvlcgmQcEkpKo\/eatSJCGFWfKkx+DxNNrUywl\/iQ7Q7BzoOr5QfCksYD9EkUQlq9J9aaYrgureERQ+Lu8jtbfvsqGrR+TI0\/S+Am0E1626TXfdbo8ZPo1ONQcXcZBnKwOInIPUP9ZJqJXhsmIFl8cNlipYKBe0\/LeZ1ahFeMlO6hKPNxJuLbiEJCPPdqn7eaMRhKstDeDtRP6c6I2qr8ZFuKe9pcKw8pQn5DZ6LcDRJBKsrwmZoMrpZ5hNQazk3UrZBok4+h0HDUixWuBbMvWB1z1HKwFFEgdH3FKfmySUeRmZK9duzuEizyXZv4fa7rSgBsziM63Z1GnXwErlIhLBsW8N+0WYUtZf05VuNOddFTNB4+F3Tdwtoc9baUGj3kXhyUC1wEo7neOrs8tnGtn+ECSZ1AaxVS4Hm\/sxQLIYCugZEy9U7ORiDfssH6kLipC\/9Ph4Wn0j2+tvoNUZMU++nzUg0\/9vI6tyr4uYWcOnH\/Wr+Bf89hv5mmOFzklXqyuFnRCey\/oS5pd6hNqigfP5djjoiUwCtUHBRtUTXRQXGRJIvLS\/1TbzyMe7KLCAkU+AJDpqote6ghC1x3jriRwKPVOlXcn+D0ylNKl0hvZAejWuVYvXegwnCoMdNRJFRqIQ03WcKNBNrxh82kNCT0L8sPEmuq7re1lHb+leRbGWhPFQdrWAIitWGS177jxJdf00JFvnA6SZebSyPlFdp1hRJXSc2aJdg8936UzbkAHvB53iJAuJTLIOGzWYV32CIFaHgHEFiN8M0OTet0OCQUN8Yqq+Dp7SOlPOaDXm44C3CM5IHi2agR0fyfJRoCEII5Guqjv5owf7qur22nau\/z1kTIlFKorp2Ag3txAJBT+83iL5UpyoKNcuAe+UXONpKIHc6OaB4\/18dUKjs4UifhOHtNhMoQsK4wSbExSiDxpbQLD1XyjZ45CsAwVQA7+m50yhL1d\/owg\/j78DDErdlUH\/+xJhtzP8NXo7YE58m4yVqA3y7Zogi8hMd\/IxmrrX1OOqGQKbIRpYbZnUTVXm6uLv4IXjpdp1Ck\/NCOEPnUkfdTPL5dP0IN4bAvD6k5+yupEZk+jYNabhWNcSbiXSmx6QyiFejgzqrIscEARS0\/eLce\/o+fWRhXW83rYDNWmlRCyuJKJHQxFE5JXjvyg4UvE6nLVZ02Owu3sHJxDUxraggflWPZGlPqiTSVnt8LQX+FtovNg02OplsOknd2BAU8WkcsqGwEwflhcZ+Fo9gR2iD+STqP4fbuem\/BQzZXIkqQX8HJ6vopSMUgaPio1yOVew3sHLvKwOK3hMiMGDEzsLvWoXgSZIe7eD97cRsVeuQN\/EgYlrxWAIyhKpfaJ\/P6nt1Z5e5Dw+QXe2Bv9rpPGhFNWWkestbJJ6+V2GXOKy07DpH0QMPsRBD0hPWmz6vTuBVdovJEQaozP5nM63u0F60wTeKJuhkBgoSwyuZTVr9q2b10D20BtGkopUvympCKZLt9bTBS\/XGComWrgyjSjhMLOaYo7eRm6HI7UopsxJ+yNE1bbAfen2n4s4lC5nmCqiep9eSKoHLWPgf1jDz1reBScaljVwwHJd9T3DQtT7TKTRFtqQf\/5d9oCwwG58Yq81fGJeRP99pw+\/f7ui6G15fUTnh8ncc63ulbQ4uYPoOde8I4hYMY0foQb+j\/cmPFndBXK4T\/ECRSoPRLaLtuDCwsv\/SHpuL0gqvHoPu9TuBaNx1DkalaGayF+TI9Utz5soWNBUAW\/ocgLs+KNAITi52lZNyc+PtigB557AX4XUSkiA+sz0ki8MuuZvyVmCAJ5+F1KGTzgkuDsw5KvKwTghuwOppt4NgyifinoZe0PHkp\/Q5sHB6cztzcfGlU1PGAbiE1iQ8DsoNL1xSlcgMJdtUDkZK4pi8enDy6m5lA1aEXTzAkIYCQNixAGsrGahxe8ycM0BKvtvXJPnACW7Av5CO5NC7umkBjhgcPTGrF8pmxEQv0XBGZLhkvDFhk4f92bIzXyItvUtuLbQuFu4NARr+ykEC4+LBS1DGK1HhWpofjGRpKlCVLn5BCHk+fJulrxJW+6EIjJTMUY7aooHKEgJLcYyQ+q3HdTF0XesWbFzg4Z7faQS725eUlqGOgGQgEqTwxU6wVS2T42V9hc1uFDEwIc0yi6pIjcFs1Vp4\/OPOTleIgsFmOVR7T5YKgBVq4UWnCcMnOUQoezRqnulB2h68+CutE+l8FyZshOMx68Yf7NIpbpdHyDFqsNJTm1DV5wIMit5fR48co9GoqZBEP71wTb0E8LpixY0pH5rpAf8eWect5vmELLtShjR3DaBUB8oCqQ+4804d4+4ytbg56xcoulnInxVX7DeaCzIMqhGwZDvtL\/eRtYrybwuzH6rs3paRAjWHNaQyoCgfAnd+y72syQBpJlav70HroD1+EuZXe1viMHwMgOarlKwAOrQ1upi10Ys\/B+gi1DbNiSiG24o\/RY8GPB\/Bu+qdtmZ39aSi8vPKqZABdJCK0p2aW9zotODPS1VkH0VAd+IN5Tqt2S+V4SCXOLgJFW3VaIX3LnXi34PEf2dvgq7L6\/Z\/SPJTEOGhkL3RIKCaSBK5upE32EsBDT0AMyJ7BqapAVPLbZSDYHpRhTSu6LSmpqhRGtkpIsMesbTOZ9BAKWRRB6h5DVzPJKeKxt9C4RIBMcRrkieWPZ+eCGttCNPjt0OCtcnBj32ecIIU+MV+UlHSGILzOeZBofoThnisxt8KIKdSlqq\/+FSF81OMyOOIeVFEHRla7mg84xBR1GePfa+PVAyeJ84SPfTK03KEWzFOAyUh8XZ1AYDv+5wERhLEnWQA5th6WvtX\/x4iwrpv3hSqBE4rsk3dRuCyz14h0cjKqmOQhsjQeyBKLA83DTQPLaZ3DVrw1d3ij9dWEke4aR2g5A0TTFFiyMEZ2pWkMBNLzAxT\/PZ1pLktXjzh\/r9RWYbgzzOZzh7AOzJoKudpovpdUtqwBC6z8o2oWTtbfdOMvf3XIGDdY\/MVY5Cq5Uf4Dw2cYg4Klne5emVGi+Fk6Bmx3XNP0xliQv1xH3SOsjGFnCdsNqKSU8NIlJkeOksVnbPvU6+HRmCrTNYJiYTjM26840OQvuGb609kHoXr7xcnAu\/jjj1nlSV4zIVZrGXAqvIlzSI1wmVaguTp8rpcJU4wbFPOLMAWsJ6VZydniEWqVy271eZrpBZ43DHcejaTBVLXBPvjyAO2T4ZbKHEMu6qY3CCDajzDaYgbQ\/RdzHYa+XrddX2UtQOdRDezwGM0WcMDjaMFCC48JaWLBfXG1JEF38n4ivUjF0quUq8H2NWjXWHvCDXJzaz5VWSFjPOwT8iXpDW16itPmOFUoz3sgdVYcfPbkm6fR8+\/Nbe83DkSYKILzqmk+Q+kMIYUyAaypJeftY26dNaRG+kDLO+zvVr1kk38NVPpOn0jexeqrh\/n42EnmkGw3QMXslkvF5Qm3DE9XggqQQ7qLpVP64mwfW5fviGk6IeIHTsO4rFZOvIPsrntTfZazHS41PyIlpJo9bzkdBEAGjkO+DUJuo2JeRnZpJkmxmCVWhEKnPusyvSa2JrGm66wiwT7ZwtTj6+Ghi5dDgsWjVvjMmc7AEItAl5DOlIyTFq2QUfQrCKQIuVnUWxzdiVrqn2QrVbKrwnVxHr3KOPij5cr8fTxlUZriUEbmEZpFPXgbqh7OS\/g9dd3Tz9455YE7cDeixPOi6CVPIG0m01fnCLektRH2jFmXPakIMv5\/3G6I6634sASxH4tacGtY0RvX+15viELTjFlcfg7hKWlrNjV0TaegR6K6msjvo50wYF4q3qb3L6z1oxp3xFdbc3ugCNfL+rIzWwghOEdbJ\/iMvcHmF4CLerOCNQv6hr300tAdP9\/eRC2bkk\/h4aJkl4QkdS0bzb40sQlgbFUlw+gSGiyZb6ncQ0+YF8pGAl+fFTI\/1\/19IXL3nFP+cpcCXsiinGKp6oQrWHij62sIIEgj1CFvZ4arkyzAKMShlegAwoTbNBiHVIFbVkE4JKXVc90ZmiN4NxBOOG4oAnIDUjXf3Q5v5d0g3HlSV\/xKtkL5OY4EsYLX9E60YJHWdZkk58XubBHFs+xPQfj21LITgBKgfmyBLF4FUq\/fUME6qQ5eyCWUgKrpOvz9r9sp3+RWHmjQ7Hpp97NxxIBrZ8wucDDRcweh1wLDFurHLvaGGmCqLPhVuut5E1NeGDoi2\/Omwe4FUKEfVn70FtHm+fqSW\/ffoxKKThFNctuSCoQYzHTRBjLJcdMjB8NtV4q6ptuDqm8kHh7\/AGR3jcMcvVNKzqy6Zc7Z0jVLKJ65Yk6AjQVNL0LdHAoEGA33LnhZz+x9xpuweGAy\/TtfCGX9mWGDvqT5lyCSh1KCp427HM1BiIH\/6ExCE\/lsSN9pfjugrRXTQKevYpcaS4MdhZu33BHkc9PrGzC5kQNDRDYKhe4cSva6m43hP\/KC85HR6FWb4a3E0gOJl64evgMe2fgUCrvp8bk9MbQWgkTBJ+8n1hDGA7YnAo\/QVh3DciaYPtNBKFXQjrP+uIHTy5gQxek2iq04jKGgprxz3vqqobvpsTNAaIi0W9QnME5C5rQDP8P5z1aknvpERUdmHIqSfln6ORLrS5+tGauYqlcBsNqngkEKx5aDkmA\/T7NBkXBVTmXv9AjUexwLMjETLAu0iAWmiyM2Yt6oJRnpZegE3dhbgpr+Z5EGuAgb8ROaLsCDwZShRYE\/e4K94rIL3rjU51sU+sVifhdko7F+ZpPLUC2rLYswPXvk0nyaKopTDGM+9+0NMRRBx5CDth7XCCzoJOUPzTjRv4D094M\/lWSuUZtrGQFkO8YqsURU36vjpyH7HDGaaHXHz\/JjEuupkj08JSOIduapryCSw4SF2tlX6I6CvdrKp5HvLaLlLbXcsCTpr2ooI8IOZOv6y83MlOOmWKyyRKOwHvqSQBb9qJ\/+3dU25fAgBehAFW47qZMFyxWNZOHHMQ84sIoCEshgJJJnmyEaaDhbPVbj7oZkaWK8TtwghtC5XLO\/vs7WWW98KayT3OrzuyDi9qlUtIhxw\/OpKKh7G5CpDGwhj6ol3d6312ar7x49WSl6vjs2KVGbF8pNlMrUeMTMY6gEepdCu2ih5mdmGa7D8KzbXvOX4pg6qdhJL1+hqxgeVZ36VScphi2XM2QBt\/0iVNzEGhakScnLX7AF8mAMZAosD3pCpyzsfObXNE607A3EzUwIJG1RzaGqneljQXTPS6a82MQ7xSRWHVxO2+jyyRQpA\/K0qqTI6HoICNtCSaeDedPYpsUQWj3MGODTQNCI8RdPQq+kvhxY8r2xGFf\/FtcBM4\/W8op1B5a35I5Ba4EGhBXGZKEoI6037DqvLvVp0KI\/ZnZ9RfzPT8VO5sin5WRgiSXdWm1S6XgO6EFZmz8DgOs+fIiHaKOI6FHtDexYhnfPLvG5jrSVZs8HI10FzwV+NxwU7foedzunhrCmdyb8BiwywQ0SL9TpPzYcvqYhDC0tJwf5aWY4aRoMUtX4bzSarYRsaANtzNCbSfgjsgePj7HQtToOTeOf34eyLTG3CGdD3rjBCi8Xd+fdgXsGw0lW6w0K3iUBzxfSDju7NqjmRcTzLaAC7GWwVbE1qP6\/Sc5FIMUhh+XJti+KOQquFLG5hukz9Ude\/yYkx\/KZf44AOL8dvQ8VGO3aDWHNg2pT9FuizM1t+zBZ1BkC+4yOycvSXMmiBXqrKRZGWxIDvilPDz1sPuTxaeSGyjKKQrA9O\/eZWONT0EBvnVDfkU+yj4KTj3V25ptHmIV5qeBn0rWZIdc1F5tYpsWRTwPP9l1RdqjZxp9spMgGcNOq7o5gN4sEy1yIbULO68u6hulkfZ5Ouq9tULkSMV3SIZsvdRoMSxk\/ugA\/7C+Mjy0HcIvQ1GNKbRNMu\/lvC0tIwMifHcoS7TKrt+oJny7mFyGcv+xHwPYQxfdlw6ldKO\/SNfAf9mMGSJtz4hmi0jBHvWvAyW90KWnOj0J0sUzUsanEXut5fB\/cfiaa8Ybub4j75YfflZaX3ufv+vsC9+ArqjsAbtHBoQnJqmTL2pS+MaGTb7fs5ybh42RKhQtzd5ajuIpGX8xFhAY9IGxoOZkVm5KFQmUCIDLVcxf29PubtdeFi+k9HLjtsf30N0w64\/R7aq8c4wtLPJIAv5ubZciagJgMWE+ZkjGyg+d1KaiCwHLD6quqxrA4kwt3AZkarnq\/krMLZuw2V2nDNfCFaG1HkKzbQ4Q8AnJenP9Jh7Roubktekw\/L8KMVQvYypgFCdUw7XRyG1ZGTTcAOOo\/ZeOlVFIzIIgR02ChVKTmGB1U4XkBK6nnIJnFCaYUy2e7TVgiGDoL1HIHp2sH6iSqVAIBJmUHVtp\/uD77gwP5li6v3f71Lpe8xAP9cwkDly\/AI3cAzf3v0xWRIxq7yNqKkTkTt0DS5B25d6oa2zYTaI9aloz9h84XMnMFLWvw17gJEGtUfAsL4idKySBOiwdv3M0kzhND\/1lsgMMrP8F3SsSBO1esr51GaPnSBAW+fwBsN\/sQLKILGeoVND7lz2B24BFVi7MaPZTiZeWdQFyDoyxTmHYspiZvlhjnBD2FBtGw+eP3Xgh8Jb3RrD3zxHTA5R8YYr2MElPaTI4HbKtXT\/VcS6ZaSIz7GpboOiu6Le8Ln4lhDwxvvg4Yzc3azi5X8gsfSXt+spdzuM\/vfhGl4ZGj1dUj5VaUSpvhBYNpzZrH70Im2ZhnTmfOx7dJEuwDD3lQA0IFviaCYdVDAtEWyKgVzokM+b4oEP++3v+mOFRRW4WoG2mJuYQqKzMDcCueOvA==","iv":"0287b19df1744e7a90bf51b56689f45c","s":"b1496d0a37361c6e"}
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