The Use Of The Product Identity Design

This article makes some researches and discuss regarding to the real use of the business practices in the industrial design field of the product identity. First of all, the article makes clearly about the definition, content, research meaning, effect and the value of PI, based on which to analyze and read the Company philosophy, Product class and product identity of the well-known brands, and try to understand these brands how to run through in the brands during building the product class, and express adequately through product identity, or product identity to convey the Company philosophy to the customers through the Symbolic design.Based on the understanding of the definition of PI and the case researching of the successful brands, the article combined with the business practices of the Ecovacs to read the Brand Philosophy, intension, and core value. The article present the state, contradiction and the problems from OEM(Original Equipment Manufactures), ODM ( Original Design Manufactures) to build the own brand to break down the product class and product identity of the Ecovacs, and get the relating solution, and finally form the product identity of Ecovacs brands.