摘要：Nowadays there is a billion dollar footwear industry competition due to an increasing demand of women with credit cards, diploma and independence. As a strategy to face competition and entice this market, there has been a development of emotional and strong brands. Due to that, this article is based on a research on Top of Mind Awareness. The aim was to evaluate the level of popularity and preference of brands by women and justify their priorities when buying shoes. In the survey mode, with a sample selected through a non-probability criterion, the study interviewed 484 women over 18 years old who were selected by convenience sample, and the data were analyzed by using the software Sphinx. The survey shows that women prefer 72 out of the 254 brands they know. They divide their purchases among 139 different brands and one every ten women report having no preferences. Besides being the top of women’s minds, the trademarks Arezzo and Schutz are the ones they prefer and most consume. According to the survey, the "perfect" shoe for women should be the mix of design, comfort and durability. Women are willing to invest in their "happiness", regardless of their personal monthly income, the average price of $ 214.25 per pair. A shoe is "perfect" to be part of their collections if given the value that women look for - status, beauty, power, comfort, self-confidence - some U.S. $ away.
