Do offering discounts cheapen your brand or business image?

Seriously who doesn't like a good old coupon? Or coming home with a new purchase that was 50% off it’s original asking price? Short answer; not everyone. Thanks to the likes of certain brands such as, Loui Vuitton and Chanel, who go on sale every blue moon - to never at all. Some consumers have been led to believe that this is what distinguishes a good and high quality brand, from the cheap and irreplaceable ones. But this isn’t just about these high end fashion houses. Small and independently run shops and businesses, are slowly taking to this notion. So, is this risky business or is this business savvy...