Quantitative Assessment of Internal Brand Dynamics in Organizational Contexts

This paper explores the internal dynamics of branding in organizations. The emphasis is placed on the relationship between brand orientation, employee responsibilities, and internal brand value. The article is based on the assumption that brand values are not only transmitted outside the company. Employees have to understand, accept and support these values inside the company as well. Internal branding is a key issue in achieving consistency, organizational cohesion and sustainability. The work is based on empirical research conducted in enterprises in the manufacturing industry. Data were collected through a questionnaire completed by employees at different organizational levels. Quantitative analysis is employed to investigate the influence of brand orientation and employees' responsibilities on the value of the internal brand. The results show that a high level of brand orientation is related to a high level of internal brand value. Enterprises in which the brand plays a key role in management practices and internal processes have more positive employees' attitudes towards the brand. In the analysis, it was found that employees' responsibility for the brand has a significant positive influence on internal brand value. If employees feel responsible for the brand and act in accordance with brand values, then the internal brand is stronger and more consistent. The importance of internal communication, management support, and employees' participation in internal branding processes is underlined in the article. The article shows empirical evidence that internal branding is a key issue in achieving organizational cohesion, sustainability, and competitiveness.