Although we faced frequently irrevocably damaged corporate reputation, theoretical definitions and scale measures that captured this phenomenon were nonexistent. There have been inadequate studies on the corporate reputation measures, and insufficient studies on situational factors of stigmatizing brands in crisis. This study defined brand stigma as extreme decrease of brand evaluation resulted from damaged corporate reputation. We also developed integrated scales to measure the cause-and-effect of brand stigma. (Study 1). Through standardized measurement scale development and verification process, we discovered 4 cause factors and 2 effect factors. The causes were four- dimensional scale with the following: problems of product/service, corporate culture/behavior, CEO/owner, the business itself. The effects were two- dimensional scale with the following: attitudinal and behavioral effects. Through regression analysis of these cause and effect relationships, the study found very high predictability and verified the validity of the integrated cause-and-effect model. In Study 2, we verified the validity of the brand stigma measures and verified its relationship with consumer perception and behavior-related variables. It demonstrated a very negative correlation to such variables as purchase intention, loyalty, trust, CSR evaluation and reputation. Brand stigma influenced customer perception and behavior very negatively. Also, cause and effect analysis for each corporation demonstrated highly influential cause factors and helped to find the customized strategic solution for each corporation. With these results, this study suggests theoretical and practical implications.