Creating employee-oriented value is crucial in a competitive environment. Internal branding provides employees with information about the company's products and services and an understanding of their value, which is as important as external branding. This study describes the internal branding process in PTI's marketing department and its impact on employee brand identification, commitment, and loyalty. Using a qualitative approach and in-depth interviews with the marketing team and external clients, the research found that structured internal communication, regular training programs, and a supportive work environment enhance employee satisfaction and performance. Results show that internal communication activities like morning briefings, weekly meetings, brainstorming sessions, digital platforms like WhatsApp, and internal media effectively maintain information flow and strategic planning. Training programs focused on soft skills and a supportive work environment contribute to employee satisfaction and performance. The marketing team's proactive approach to client relationships and dedication to client satisfaction significantly enhance PTI's brand performance. The study concludes that the marketing team's proactive approach to client relationships and dedication to client satisfaction significantly enhance PTI's brand performance. To achieve greater business success, PTI should expand hard skills training in marketing and sales, which encompasses a variety of technical skills needed to enhance effectiveness and efficiency in performing marketing and sales tasks.

internal branding, brand identification, brand commitment, brand loyalty, internal communicationrketing department