Middle class families refer to middle and high-income families in mid-sized to large cities. Middle class families have reasons for brand consumption. They take brand as their standard and make their choice of selection easy. They choose brand products so they can avoid risks that might be caused by wrong purchase. Brands’ quality is their guarantee of safety. The factors that may influence their family purchase are inspiring advertisements，trustworthy public opinions，subjective impressions and spokesperson’s images. The following are middle class family brand consumption characters.They choose the classic，not the cheap.They prefer environmental-friendly.They trust highly international big brands.Both design and function are important to them. Brand consumption affects middle class family lifestyle. Brand consumption class is more than a label of identity.Brands evoke shared value and create matching consumptions.Brands help people dream and make life cheerful and full of ideas，brand consumption affects people’s life attitude.