Abstract
The research focused on innovative marketing as an independent variable with its dimensions (innovative promotion, price innovation, product innovation and distributioninnovation) and brand equity as an intermediate variable with its dimensions (brand awareness, brand loyalty, brand association and brand image) and the reputation of the company as a dependent variable with its dimensions (quality The company's products, the quality of the company's services, the company's leadership, the company's social responsibility, the company's governance) to determine the relationship between innovative marketing and the company's reputation and the relationship of the indirect impact of innovative marketing on the company's reputation through the mediating role of trademark ownership rights. The study population is (1132) workers, and (287) questionnaires were distributed, and 49 invalid questionnaires were excluded, leaving 246 questionnaires that were actually used in statistical analysis. The percentage of sample representation from the community was 25%. The researcher aimed to achieve five respondents for each paragraph, and the statistical program was adopted ( SPSS.V.26) to analyze the results, and the research reached to accept all the hypotheses. The research reached a set of theoretical and applied conclusions, including that a The foundations of innovative marketing are closely related to rethinking and working to develop the work of companies on a continuous basis, and the brand is an essential and indispensable pillar in consolidating the competitive position of the company. Individuals in different fields and achieving methods of influencing others through (product quality, service quality, corporate social responsibility, leadership, governance) in the organizational work environment and thus stimulating the human resource that contributes to increasing marketing and innovative processes.
