In common models, brand and its equity are defined and measured by the economic performance in fiscal periods. Today, interest in studying marketing moralities, social issues, and the power of society is growing, and commercial brands have become popular in many aspects of the human life. In fact, these brands have influenced life styles and cultures, and even serve as their representative. Brands have penetrated the private lives of people and may influence their values, beliefs, policies, and even their spirits. Brand creation has gone beyond marketing and advertising, and its social structure is as important as its economic structure. While advertisement is a manifest factor in marketing, brand is its center of communication, and most of the challenges in advertisement come from brand policies. In this research, after reviewing the research literature, consulting with professors, and making use of the opinions of brand and marketing experts, the composing factors of moral brand were identified and then the data that was collected from a statistical sample of 384 people using questionnaires was analyzed. Considering its aim, this research is developmental in nature, but in respect to its data collection methods (research proposal), it is a descriptive-survey research. As mentioned above, data was collected using questionnaires where Likert Scale was used to determine the number of response options. Research data was analyzed using descriptive and inferential methods. At the descriptive level, the sample characteristics were descriptively analyzed using statistical measures such as abundance, percentage, average, and standard deviation, while correlation coefficients test was used at the inferential level to provide answers for research hypotheses and to discover some specific relations between the sample variables. The relation between the two variables of moral brand creation and companies' reputation was identified to be a positive and strong one in this research. This means that companies must pay much more attention to moralities, moral marketing, and especially moral brand creation and its variables in order to earn a better reputation.

In common models, brand and its equity are defined and measured by the economic performance in fiscal periods. Today, interest in studying marketing moralities, social issues, and the power of society is growing, and commercial brands have become popular in many aspects of the human life. In fact,...