Green innovation has received growing attention from the business sector in recent years, yet few studies have examined the internal mechanisms and contingent conditions that link green innovation to a firm's brand value. By integrating the brand value literature with the resource-based view (RBV), our research investigates the moderating roles of marketing capability and R&D intensity in the influence of green innovation strategy (GIS) on brand value. The System-GMM method was used to estimate a dynamic panel data model based on firm-level panel data from 164 listed companies in the global automotive industry between 2011 and 2018. The results confirmed that GIS has a positive impact on brand value, showing that automotive firms can use GIS to improve their brand value. Furthermore, the contingent effects of a firm's marketing capability and R&D intensity were supported. Marketing capability and R&D intensity positively moderate the relationship between GIS and brand value. The effect of GIS on brand value is more significant for firms with high R&D intensity and high marketing capability investment compared to those firms with low intensity and low investment. This study provides crucial theoretical and managerial implications for managers.