除強化品牌認知外，優良的產品識別更能幫助企業使其與競爭者在產品視覺上產生差異，並獲得產品利潤。以Motorola、Nokia 與Sony Ericsson等三種不同品牌手機為例，本研究的主旨在探討造型特徵因子對產品識別的影響。基此，本研究分別以訪談法與調查法進行三大階段研究：第一階段，針對5名工業設計專家，進行品牌手機不同造型特徵因子的篩選；第二階段，以40名年輕族群受測者 (男、女各半) 為對象，進行品牌手機造型特徵因子相似度與其對產品識別影響之問卷調查；第三階段，再針對20名非設計背景之年輕族群受測者 (男、女各半)，進行使用者對不同品牌手機造型特徵因子相似度購買意願訪談與調查。本研究的主要發現有三：1) 整體上，不同品牌手機具有不同之造型特徵因子；2) 同一品牌手機之造型特徵因子相似度依序為：Nokia>Motorola>Sony Ericsson； 3) 相較於其他兩品牌，因為Motorola 手機具有較多獨特造型特徵因子數目，故有較高產品識別。另外，本研究亦發現，55% (11/20) 受測者表示無意願購買造型特徵因子相似度高之品牌手機，主因是他們不希望自己手機與人相仿；40% (8/20) 受測者則表示不在乎手機造型特徵因子的相似性，因為他們較重視手機的功能性。最後，儘管不同造型特徵因子可用來形塑不同的產品識別，但在產品識別規劃之際，除須有足夠之手機造型特徵因子外，手機廠商與設計師更應思考如何使這些造型特徵因子對消費者產生視覺注目的焦點，如此始能增強其在消費者心中的深刻印象。

In additional to the augmentation of the brand cognition, an outstanding, well-executed product identity could allow the firm to create unique products through visual differentiations to its competitors and gain the profits. Taking the example of mobile phones from Motorola, Nokia, and Sony Ericsson, this study aims to examine the effects of form features on the product identity.
Through interviews and questionnaire investigations as survey methods, this study consists of three research phases. At the first phase, different form features within the branded phones mentioned above were identified by 5 industrial design specialists. At the second phase, the similarity of the form feature of each mobile phone brand and the effects of the similarity on the product identity were examined by 40 young persons (50-50 in male-female ratios). During the third phase, 20 young persons with non-design background (50-50 in male-female ratios) were interviewed and the effects of the similarity of the form features on their purchase intentions were examined.
Three major findings were found: 1) in general, the form features of branded phones are different to one another; 2) the degree of the similarity of the form features within each mobile phone brand is ranked as the following: Nokia>Motorola>Sony Ericsson; 3) comparing to other brands, Motorola inherits a stronger product identity with more unique form features. Besides, 55% (11/20) of the interviewees indicated that they have no intention to buy the branded phones with a higher degree of the similarity of the form feature since they prefer a phone that is unique from the others. 40% (8/20) of the interviewees expressed that they care the functionality of the branded phones more than the similarity of the form feature.
Finally, even though a particular set of form features could be used to build up a product identity, phone makers and designers should put more efforts on how to create the unique form feature with an eye-catching design, which can leave a profound impression upon the minds of the customers.

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