Brand crisis caused by identity discrimination often leads to serious consequences for brands, however, few studies have proposed remedies for identity-discrimination crisis. Based on social identity theory, this study proposes two identity-supporting strategies: supporting the discriminated identity strategy (i.e., brands support the discriminated identity of the discriminated consumers) and supporting the non-discriminated identity strategy (i.e., brands support another non-discriminated identity of the discriminated consumers). Through three experiments, this study examines the effectiveness of these two strategies in remedying the identity discrimination crisis and improving consumers' brand attitude, and examines the impact of consumer types on the effectiveness of these two strategies. The findings suggest that supporting the non-discriminated identity strategy is effective in improving the perceived self-image congruence of discriminated consumers (vs. third-party consumers), and thus their brand attitude. The conclusions enrich the research on response strategies of moral-based brand crisis and provide practical suggestions for marketers to deal with moral-based brand crisis caused by identity discrimination.