Abstract: The situation of domestic knitting sweaters products market and product structure are reviewed in this paper, the analysis points out the deficiencies and shortcomings of knitting sweaters positioning of product design and product development in our country; and then combined domestic brand personality theory with investigation data, using the deductive analysis method, summed up the domestic dimensions of brand personality in view of sweaters products commonly used, pointed out the impact on the dimensions of brand personality on product differentiation positioning and development, and the significance for adjustment of industrial structure upgrading.

Key words: brand, personality dimension, knitted woolen sweater, product, design positioning