<p>This study investigates the relationship between brand orientation and firm innovation quality, highlighting how a strategic focus on branding can guide the innovation process. Utilizing a panel dataset of Chinese listed firms from 2013 to 2022, we develop a measure of brand orientation through textual analysis and examine its impact on firm innovation quality. Additionally, we explore the moderating effects of macro-level factors, specifically artificial intelligence (AI) development and government subsidies. Our findings reveal that brand orientation is positively associated with firm innovation quality. Moreover, the development of AI and the provision of government subsidies, as well as their interactions, amplify this positive relationship. Further analysis uncovers additional factors influencing the link between brand orientation and innovation quality, including firm ownership, age, and industry context. Notably, state-owned enterprises, younger firms, and those in high-tech or higher competitive intensity industries demonstrate a stronger or more significant relationship between brand orientation and innovation quality. This research contributes to the understanding of brand-led innovation and offers strategic insights for the implementation of brand orientation, enriching the literature at the intersection of branding and innovation within marketing and strategic management.</p>