Internal Branding Implementation: Developing a Conceptual Model

Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different functions in the company, for instance, internal marketing and human resource management. Based on findings of qualitative research, we present a conceptual model of internal branding implementation. Results show that internal branding increases employees’ knowledge about the brand, which motivates them to project brand image to customers. The research also revealed that implementation of internal branding requires coordination between internal marketing and human resource management. Importance of internal branding is expanding because the process is focusing on resources that enable a company to achieve competitive advantages and higher performance.