Abstarct: In contrast to the brand, the concept of brand sabotage by Consumer or Consumer Brand Sabotage (CBS) is deliberately designed to offend the consumer's pernicious hostile behavior and damage the brand. This type of behavior occurs when the relationship between the consumer and the brand completely (loss of trust) is destroyed. On the other hand, other forms of negative consumer behavior such as customer retaliation, consumer sanction or defective delivery of goods are a kind of constructive degradation in which consumers carry out destructive actions against a brand or company and do not necessarily cause damage. Bringing to the brand, it's about achieving other goals, such as creating justice or provoking negative feelings. In contrast to the brand, the concept of brand sabotage by consumer or Consumer Brand Sabotage (CBS) is deliberately designed to offend the consumer's pernicious hostile behavior and sabotage brand. This type of behavior occurs when the relationship between the consumer and the brand completely (loss of trust) is destroyed. On the other hand, other forms of negative consumer behavior such as customer retaliation, consumer sanction or defective delivery of goods are a kind of constructive degradation in which consumers carry out destructive actions against a brand or company and do not necessarily cause sabotage. Bringing to the brand, it's about achieving other goals, such as creating justice or provoking negative feelings. In this research, by introducing a new structure of consumer brand sabotage and creating a conceptual frxamework for aggressive consumer behavior, a researcher-made questionnaire on branded, brand management literature and consumer relations was discussed. In this study, it was shown how CBS takes into account the unique form of invasive behavior that exists within a consumer brand frxamework, and the CBS phenomenon is different from other forms of negative consumer behavior. In addition, some initial empirical findings on CBS and its backgrounds were reported from a consumer case study of consumer goods. The results showed that the source of impact, quality and sustainability of the critique as well as bilateral studies on the brand sabotage phenomenon was effective.