This paper explores the increasing significance of marketing research in relation to brand reputation, experience, equity, engagement, performance, and loyalty, emphasizing their critical roles in shaping consumer perceptions and brand value. The current literature highlights the necessity of a robust brand reputation, formed through strategic actions and effective communication, to enhance trust and drive brand performance. Moreover, brand experience, which encompasses all consumer interactions with the brand, significantly impacts brand equity and loyalty. Key components of brand equity, such as awareness and perceived quality, are essential in influencing brand performance. Additionally, brand engagement reflects the emotional connections consumers have with a brand, further enhancing loyalty and advocacy. To address these issues, this study aims to analyze the factors contributing to Innisfree's brand performance and customer loyalty. The research questions focus on how brand reputation influences performance and loyalty, the key elements forming Innisfree's reputation, and the impacts of brand experience, equity, and engagement. Employing a quantitative methodology, the study will utilize a descriptive correlational design, surveying 400 respondents who are consumers of Innisfree products. Data collection will occur through accidental sampling, utilizing a structured questionnaire to gather insights. The results are expected to reveal significant relationships among the examined factors, providing valuable implications for marketers in developing strategies to enhance competitiveness and foster sustainable loyalty. By thoroughly analyzing the dynamics of brand impact on performance and loyalty, particularly for Innisfree, this study adds to the existing knowledge. By thoroughly analyzing the dynamics of brand impact on performance and loyalty, particularly for Innisfree, this study adds to the existing knowledge.