For some time now, there has been an increasing emphasis on the importance of brand-conformant employee behavior for the success of the brand in the market. Employees serve as the interface between the company and external stakeholders, and their behavior has a significant impact on how the brand is perceived by consumers. Verena Batt examines how brand-conformant employee behavior can be generated through the use of internal brand management. The author develops the construct of the quality of internal brand management for this purpose. Based on empirical findings, recommendations for the professional management of brand-conformant employee behavior are presented.