Recently, internal branding has gained relevance in the marketing literature because researchers recognize that corporate brand management not only implicates external actions but also an internal approach that involves employees. Despite the growing interest, there is no consensus among authors about antecedents, dimensions, and outcomes of internal branding. In this sense, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is a systematic literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

最近，内部品牌在营销文献中变得越来越重要，因为研究人员认识到企业品牌管理不仅牵涉到外部行为，而且还牵涉到涉及员工的内部方法。尽管人们的兴趣日益浓厚，但作者之间对于内部品牌的前提，尺寸和结果尚无共识。从这个意义上讲，本文旨在探索内部品牌的概念化，并为将来的研究提供机会。该研究是使用特定数据库的系统文献综述。每篇文章的贡献都是按照系统的程序进行提取，整理和处理的。这次审查将内部品牌定义为涉及营销和人力资源部门的跨职能过程。它致力于通过以品牌为中心的人力资源管理，内部品牌沟通和品牌领导力来内部管理品牌，目的是在员工中实现品牌成果（品牌理解，品牌识别，品牌承诺，品牌忠诚度，品牌公民行为），因此他们可以在外部利益相关者面前建立品牌资产。尽管已经建立了共识，但文献证明了相似之处，导致了本研究中提出的概念化。尽管如此，关于内部品牌的讨论仍然是开放的，因为在该领域中有几个问题需要调查。品牌承诺，品牌忠诚度，品牌公民行为），以便他们可以在外部利益相关者面前建立品牌资产。尽管已经建立了共识，但文献证明了相似之处，导致了本研究中提出的概念化。尽管如此，关于内部品牌的讨论仍然是开放的，因为在该领域中有几个问题需要调查。品牌承诺，品牌忠诚度，品牌公民行为），以便他们可以在外部利益相关者面前建立品牌资产。尽管已经建立了共识，但文献证明了相似之处，导致了本研究中提出的概念化。尽管如此，关于内部品牌的讨论仍然是开放的，因为在该领域中有几个问题需要调查。