Brand has already become the core competitiveness of products,and product design has already become one of the most powerful weapons in commerce competition,while products made in China lack of the macroscopic environment which the brand depends on,the explicit brand localization,and the core technologies,R & D capabilities,and the brand awareness.As the appearance of product character,brand image and design strategy,product design identity (DI) plays a role in the whole course of designing,marketing,and consuming.This paper analyses it from CI to BI,from VI to PI,so as to build DI system.In a diachronic view,DI system of one brand may be influenced by SET factors.For example,the evolvement of Mini cars reflects such obvious characters as times,region,economy and culture.In a synchronic view,DI system in market competition ties up with previous products,brand image,style of competing products and target users understanding and cognizing of product image.By comparing DI system with brand strategy between Nokia and Moto,we can find two different types of DI system:the recessive and the dominant.Therefore,DI system built by identification of concepts,core product image identification and external image identification becomes a very important part of brand strategy,and keeps touch with brand personality,brand culture and brand value.In a word,to Chinese manufactures,DI is the only way of the original innovation from OEM to OBM.