近年來，無論在學術界與實務界對於品牌的認知，已漸漸接受企業除了要外部品牌化、對外部顧客採取各種品牌溝通與品牌行銷措施之外，內部品牌化（讓企業內部的員工接受及認同企業的品牌精神與價值的一系列活動）也是同等重要的。尤其在服務業，員工是對外傳遞品牌理念與價值的關鍵角色，故如何透過內部品牌化之機制讓員工的工作及服務更能實踐品牌精神，愈加受到重視。
　　本研究以台灣知名餐廳薰衣草森林為個案研究對象，探索員工對於公司內一項新的內部品牌化工具「價值傳遞卡」之反應。基於在台灣相關研究屬於起步階段，本研究採取質性研究，實地進行參與式觀察探究個案公司之內部品牌化的實施情形及員工反應，以深度訪談及蒐集公司資料等方式，分析員工之品牌態度及服務行為與內部品牌化之關係。
　　研究結果發現，薰衣草森林之內部品牌化工具─價值傳遞卡因具有生動有趣、引發員工思考、及屬於非正式之面對面互動等特性，使員工確能因其更加瞭解薰衣草森林所欲傳達之品牌理念與價值，進而影響員工之品牌態度及服務行為，本研究更進一步發現餐飲服務業在內部品牌化過程中面臨的挑戰。
　　本研究在實務上可提供相關產業之人資、行銷、品牌等部門關於內部品牌化的實際工具之應用之參考；而學術上則是補足關於內部品牌化實施機制之缺口，使其模型更加完整，別於以往對於內部品牌化使用之橫斷面研究，本研究以縱斷面個案研究進行，以期更完整地探究內部品牌化之實行成效。

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