In summary, this article suggests that companies should regard their employees as
internal customers. Similar to customer, a company’s brand has a personality as seen
by its employees. Employees develop closer relationships with their company brand they
work for. The focus of company branding strategy has been on creating customer
commitment to that company’s brand. This article confirms that company branding
strategy can also be used to create employee commitment to a company and to retain
existing employee with a company in which can lead to increasing of company brand success
and its productivity. Especially, a company
should help its frontline staffs understand their
roles and values for the company. Engaging
employees’ behavior with the brand can
enhance company brand success.