Uresni evanje notranjega brandinga: razvoj konceptualnega modela = Internal Branding Implementation: Developing a Conceptual Model

Internal branding is the process, which enables balanced view of thebrand at all company levels. Its significance is aligning values and behaviorsof employees with brand values and brand promises. In the article,we focus mainly on its implementation, which requires coordinationof different functions in the company, for instance, internal marketingand human resource management. Based on findings of qualitativeresearch, we present a conceptual model of internal brandingimplementation. Results show that internal branding increases employees’knowledge about the brand, which motivates them to projectbrand image to customers. The research also revealed that implementationof internal branding requires coordination between internalmarketing and human resource management. Importance of internalbranding is expanding because the process is focusing on resourcesthat enable a company to achieve competitive advantages and higherperformance.