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According to the statements in reference , there were three major construction ways of product identity: PI construction based on brand image, PI construction of different enterprises’ variety and PI unification within the enterprise. The first mainly emphasized brand image construction must concentrate on product identity demanded by the customers, not simply stresses considered visual identity as the enterprise’s core. Meanwhile, when enterprises planed their product brand identity, they must create uniform product visual identity on the basis of business brand image. The second mainly aimed at guiding consumers to different preferences and establishing their own product identity by designing their distinguished characteristics such as shapes, colors, tactile sensation and interface.
The unification of product functions and model design in sewing machine business leads to the price war among the different enterprises, which greatly reduces business profit. To avoid imitation and open up new profit, nowadays enterprises are eager to independently develop and establish their own product identity system, so they can turn price competition to brand competition and reap the permanent benefit in the market competition mainly characterized by intellectual property.
Sewing Machines are arranged dependent on their usefulness, and they have likewise been ordered relying upon their highlights like sewing, knitting and weaving.
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