Abstract
The article discusses the concept of emotional marketing as a tool to increase employee engagement. The review of the situation on the market of innovatively active companies is carried out, dependencies and influence on the attitude of employees to companies and their internal brands are revealed. The data of mass and in-depth surveys of employees are presented and relevant conclusions are drawn on them. The typology of the audience of the internal brand of a foreign company leaving the Russian market is proposed. Strategic emotional directions in the development of internal branding in innovative and active companies are highlighted and tactical tools for working with the development of involvement in the internal brand are presented.
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