The Approach of Product Identity in 3C Brands in Taiwan

Many globally successful brands use product identity to improve their brand recognition and to achieve the goal of differentiating themselves from their competitors. The researchers conducted in-depth interviews to investigate how five 3C international brands from Taiwan managed their product identity; the Ground Theory Method (GTM) was used to conduct data analysis. The results of the study can be used by 3C brands as a reference when designing their products. The main findings of this study include the following: (1) Product identity is built using brand objectives as a starting point; products are discriminated based on the products’ constant and unique designs; (2) The more products a brand produces, the less likely these products are to share a common product identity; (3) A product’s trademark and style are two of the most commonly used devices to reflect product identity and can be used across all types of products; and (4) There are six key factors that influence product identity.