Internal Branding as a Marketing Strategy for Start-Up

AbstractInternal branding evolved from marketing to engage employees of any organization for strategic planning. However, there has been a lack of evidence on the internal branding’s Return on Investment that has affected start-up managers. Therefore, this study aims to investigate the roles of internal branding as a marketing strategy of start-ups. Data were collected using a questionnaire from Egyptian start-ups. The proposed hypotheses were tested using PLS-SEM. The study addresses the roles of inter-functional coordination and internal branding to enhance the performance of a start-up brand. The findings show that start-up brands can be improved through internal branding. Similarly, internal branding programs are necessary to align and transform employee behavior.