Cartier Taps Culture to Polish Its Brand
Cartier, the Paris-based purveyor of high-end jewelry and watches, uses a deft hand to keep the luster on its brand. To grow sales, it's making an aggressive play for the nouveaux riches in emerging markets such as China and Russia. But it also uses smart marketing to burnish its image of exclusivity and tradition, as befits a company that's been in business since 1847.
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