Abstract
In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely lacks an understanding of how employees from different cultural backgrounds develop a shared brand understanding and how leaders can facilitate this process. This paper introduces a road map to action research: First, a justification as to why action research is considered an appropriate model to capture internal brand building processes is provided. Subsequently, the main steps that led to the development of the presented methodological framework are outlined by referring to results of pre‐tests or to already published material where appropriate.
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