A qualitative product/ service is usually recognised by its brand name and the image it has established in the minds of the customers. Brands perform innumerable beneficial functions. Primarily brands act as the markers for the organisation's product and service offerings. Customers buying or purchase decision gets easier because of branding since, they assure a sense of quality, promise and trust. As such, brands remind the customers of the product/service experiences they have with the products/services. Marketing and advertising programmes will become more effective due to branding, as a brand represent the product/service offered. Consumer perceptions of the product/service and brand attributes is termed as brand image. It’s the outcome of symbolic and functional brand attributes. Thus, brand image is influenced by corporate branding, internal branding and external branding factors. Corporate branding constructs like vision, mission, line of business, alliance & partners, CSR practices will impact the corporate image and as such influences strongly the service brand. Similarly, an organisations performance is judged by employee’s commitment, their work culture, training and developmental activities and the like as such these constructs are considered as the internal branding factors. The conceptual framework depicts internal branding factors influencing employee satisfaction. The internal branding factors include modernity of the organization, effective human interface and perceived customer satisfaction. Further, the external brand constructs are considered as customers brand verdict as the way service brand or the service brand image perceived by the customers. The present study focusses on internal orientations of services brand. By data analysis it could be concluded that there exists significant difference in respondent’s perception regarding internal branding of the bank.

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Keywords: Qualitative Product, Internal Branding, CSR Practices, Corporate Branding, Human Interface.