製鞋業是勞力密集產業，台灣曾擁有製鞋王國的美名，然而台灣勞力成本的提高，使產業外移至中
國大陸或東南亞等地，加上面對外來品牌的競爭，故台灣製鞋業需建立自有品牌。在建立品牌之後，如
何應用已建立的品牌作品牌延伸與產品線延伸又是另一課題。因此，本研究主要以個案研究的方式，深
入探討國際精品鞋品牌 Salvatore Ferragamo，在前測的部份，首先，先訪談一位台灣品牌顧問公司主管，
得知分析品牌力的五大面向：品牌背景、品牌資產、目標市場、核心價值與品牌個性。接下來以此五個
面向分析品牌，並得到其成功因素、品牌延伸與產品線延伸之方式，以期提供製鞋業品牌建立與品牌延
伸可參考之模式。Ferragamo 首先從縱向的垂直產品線延伸，後來拓展水平的品牌延伸，產品由外到內的
推出，使消費者由內到外的認同。品牌與消費者有形無形的互動，是經營品牌業者值得學習的策略。
The shoe manufacture industry is a labor intensive industry. Taiwan once had the
reputation as shoemaking kingdom; however, the cost of Taiwan labor increased caused the
factories moving out to places such as mainland China or Southeast Asia. In addition, facing
the competition between western brands, Taiwan shoe manufacture industry must establish
the brand. After establishing the brand, how to utilize the brand equity to do brand extension
and product line extension is also the other topic. The study is using the case study to discuss
the international luxury brand Salvatore Ferragamo. Before the case study, there was an
interview with a Chief executive from the brand consultant firm and learned that the five
perspectives to analysis brand strength: brand background, brand property, target market, core
value and brand personality. After the analysis, the key successful factors as brand power and
how brand extension or product line extension are presented. It could be a reference model for
Taiwan shoe manufacturers.
