Abstract:
In recent years, the concept of branding has evolved and with time the
application of this concept has pushed the limits. Now branding is not a concept
limited to marketers or considered as a tactic to increase sales but has also taken
as a tool to represent company values and ethics. This led to the core of the
research “The Internal Branding and its significance in an organization success”.
In order to justify the point of view stated above, I took the example of banking
sector operating in Pakistan and considered the knowledge and responses of
employees, employers and customers, in order to know the broader view of
internal branding related to three main stakeholders of any organization.
