Caste study: bally shoes..re-launch

Bally is renowned for its unmatched opulence products, representing style, value and quality to a demanding clientele. From its beginning, Bally has emerged as the first truly global luxury goods company. Bally was founded in the Swiss hamlet of Schönenwerd in 1851 by Carl Franz Bally. The original family business was making ribbons, but Carl decided to faux pas production to shoes following a trip to capital of France where he was seduced by a pair of subtly beautify slippers. Snapping up several styles for his wife, he returned to Switzerland, called in local cobblers and began pioneering the techniques of beforehand(predicate) shoe manufacturing. From those beginnings, Bally developed its aesthetic: strong silhouettes rendered unique by personal details. Spiral edge brogueing, a assurance boot closure, a blood red edge. Enhanced by bold color blocking, straight from the Swiss graphic tradition, the anticipate is bold, timelessly modern and always appropriate.

The Meaning Transfer Model

McCracken (1989) explains the effectiveness of repute spokespersons by assessing the importees consumers associate with the endorser and eventually slay to the brand.

This eyeshot is shared by Kambitsis et al. (2002, p. 160), who found the celebrities personality as organism an important factor in influencing specific target groups, to which such(prenominal) personalities are easily recognisable and much admired.



McCracken suggests a import transfer model that is composed of three subsequent stages. First, the convey associated with the famous person moves from the endorser to the product or brand.

Thus, meanings attributed to the fame become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model explicitly shows the sizeableness of the consumers role in the process of endorsing brands with famous persons. The meaning transfer process is shown below

Bally could use...

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