In the turbulent environment of contemporary business, intangible assets rooted in knowledge, communication, and perceptions are regarded as the driving force behind the creation of sustainable competitive advantage. At the forefront of these assets is brand reputation, which is considered one of the most valuable, scarce, and inimitable organizational resources. The medical equipment industry occupies a sensitive position due to its direct connection with human health and safety, the multiplicity of stakeholders, and stringent regulatory oversight. Consequently, brand reputation serves as the primary anchor of trust and a key differentiating factor within this high-risk ecosystem.

The present study was conducted with the aim of identifying and explaining the factors affecting brand reputation in the medical equipment industry. In terms of its orientation, the study is applied and employs a mixed-methods approach based on a sequential exploratory design. In the first stage, a comprehensive review of the relevant literature was conducted using the qualitative meta-synthesis method.

The findings revealed that brand reputation in this industry is a multidimensional phenomenon influenced by a complex network of variables, which can be categorized into eight main constructs: product quality and safety; innovation and technology; relationships with professional stakeholders; market performance and competitiveness; ethics and corporate responsibility; integration with the healthcare ecosystem; brand identity and emotional appeal; and the structural dimensions of brand reputation. Ultimately, brand reputation in the medical equipment sector extends beyond being merely a communication or marketing asset; it constitutes an institutional and social construct shaped by technical performance, ethical commitment, and the quality of network interactions.