Conclusion
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