TITLE

Raising the gold standard

AUTHOR(S)
Lewis, Elen
PUB. DATE
December 2005
SOURCE
Brand Strategy;Dec2005/Jan2006, Issue 198, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
19655187

 

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