The Study of Internal Branding Education for Employees to Enhance the Brand Value: An Empirical Study with a focus on Engineering SMEs in Pune

A company's strong brand is a valuable asset, but so are its passionate employees. Internal branding education is a business strategy tool to empower and inspire employees to "live" the brand promise rather than uphold it. The term "brand ambassadorship" describes the level of brand advocacy that employees exhibit or how much they behave as if they are the company's Brand ambassadors.

Objectives: The study aims to understand internal branding education from the viewpoint of employees among Engineering SMEs in Pune. Also, to know the aspects employees consider vital for delivering their organization's brand promise to the end customers. The study also evaluates the impact of internal branding education on employees' ability to present themselves as brand ambassadors for all external stakeholders to enhance the overall brand value.

Research Approach & Research Design: The study used an empirical research approach, and responses from 150 employees of engineering SMEs in the city of Pune were acquired through survey questionnaires and interviews. Various literature sources were researched and thoroughly analyzed to assess research findings accurately. Statistical approaches like percentage, regression analysis, and ANOVA were utilized to test the hypothesis (impacting brand value enhancement significantly).

Findings: Internal branding education has a favourable and considerable impact on employees and empowers them as brand ambassadors to improve the overall brand value.

Managerial Implications: If management effectively focuses on internal branding education characteristics like Leadership, Work culture, Motivation, Internal training, etc., they may anticipate their employees' brand commitment and understanding of brand promise. When management effectively secures employees' awareness of their brand promises, they will positively enhance the brand value.

Keywords: Internal Branding Education, Employees, Brand Ambassador, Engineering SMEs, Brand Value