Abstract: The development of the shoe industry is the main motivation of the economic growth in Wenzhou, but the low-price strategy makes it face more and more setbacks in the global market. This paper builds the triple-dimension model of the international brand of the shoe industry in Wenzhou on the basis of the Biel Model after summarizing the existing researches. The empirical data reveals that the international brand image of its shoe industry is constituted by enterprise image, consumer image and product image, while the product image takes the largest part in these three aspects, as well as the relevance with those two. Its international brand cognition is at the lower level as a whole. The consumers with different sexes, ages and income levels show differences on it, but it’s not remarkable. Compared with the brand image of the overseas similar products, the remarkable difference exists, as well as in the sub-image and the brand factors. According to the analysis above, the paper proposes the countermeasures for promoting the international brand cognition and the brand image innovation of the shoe industry in Wenzhou.
Keywords: Shoe industry of Wenzhou; Independent brand; Cognition; Biel model; Brand image