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How to build your business into a luxury brand - Prowess
https://prowess.org.uk/how-to-build-your-business-into-a-luxury-brand/
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Competing on price is usually a short-term strategy at best. Paradoxically it can be a safer bet to aim for a price position that is 'reassuringly expensive'. Over time, who knows, you could be the next must-have luxury brand.
