<p>This study examines the influence of circular economy knowledge on brand value within organizations actively engaged in circular economy practices. While prior research highlights the environmental and economic benefits of circular economy strategies, often at a micro-level, the mechanisms linking circular economy knowledge to brand value remain insufficiently explored. A conceptual model is proposed in which circular economy knowledge drives the integration of circular economy principles into organizational operations (circular economy intensity). This intensity, in turn, influences the practical application of these principles (circular economy applicability), ultimately enhancing brand value. The study also investigates the mediating role of employee motivation in the relationship between circular economy knowledge and intensity, emphasizing the critical role of motivated employees in translating knowledge into actionable organizational changes. Furthermore, the moderating effect of strategy applicability is examined, proposing that the positive relationship between circular economy intensity and applicability strengthens when organizations effectively align circular strategies with their specific operational context. Empirical data were collected from 212 respondents across various organizational levels, ranging from executive to operational, within organizations implementing circular economy principles. The findings offer valuable insights into the factors driving effective circular economy adoption and its consequential impact on brand value, contributing to the broader understanding of sustainable business practices.</p>