Abstract: At present, the era of universal brand value growth is coming to an end. Chinas new mainstream consumer group has become the largest incremental consumer group. The brand innovation design of new and old enterprises should fully consider the needs of the mainstream consumer groups in the future, and do a good job in brand strategy positioning for successful transformation and upgrading enterprises. It is found that the brand image design based on the preferences of the new mainstream consumers in China has some common characteristics. Through the self-identity and social identity in the theory of consumer identity, this paper analyses the brand attributes of two cases which are deeply favored by the new mainstream consumers. In the theory of consumer identity, the corresponding attributes of brand positioning, product and space, service and promotion are found respectively. This paper explores the catering strategies of brand design in the two aspects of audiences self-identity and social identity, and obtains the design rules that brand design strategies can refer to.

Key words: new mainstream consumers, consumption preference, consumption identity, brand innovation