Raising the gold standard

Lewis, Elen
December 2005
Brand Strategy;Dec2005/Jan2006, Issue 198, p20
Trade Publication
The article reports on how gold's status as a signifier of wealth has been adversely affected by the changing attitudes to luxury and greater competition. It discusses the increased dependence of the gold industry on jewelry sales since central banks stopped buying gold. The World Gold Council has developed a marketing campaign that will overhaul gold's tarnished image.


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