Internal branding is sometimes referred to as the employee perspective of a corporate brand (Hankinson, 2004). More specifically, internal brand building is seen as a process to align staff behaviour with a corporate brand’s identity (Vallaster and de Chernatony, 2006). Almost invari - ably, the subject of the internal brand is the employee. Notwithstanding, sometimes other internal stakeholders are addressed, such as franchisees in a wider franchise brand system (Merrilees and Frazer, 2013) or independent retailers within a collective retail brand (O’Callaghan, 2013).