Research Questions: Which factors affect the internal brand implementation? Which factors regarding the perception of internal branding are shared and differ between two geographical locations within an organization? Purpose: The aim of this study is to mark and analyze internal factors within an organization in order to get an understanding of how there can sustain and develop the internal brand. Further, the purpose is to describe and analyze the differences in how aspects of internal branding are perceived by two geographical locations. Method: The study has primarily a quantitative research method and a deductive approach where the results from the collected data was analyzed through various tests in the statistic program SPSS. Conclusions: Through various analysis methods, the authors were able to find out which factors that had the strongest effect on internal branding. The conclusion further on reveals that there are two specific factors with a positive effect on the internal branding implementation as a whole. These factors consist of internal marketing and internal communication. Lastly the results also culminate in the shared and divergent perceptions of internal branding among employees within an organization.

The relationship marketing is re-emerged with a potential for a new view of marketing. In a great part of business areas this approach has been researched, but in the sporting business there is a lack in which refers to this marketing paradigm. Because of this, it was decided by the research in soccer modality, for being this the biggest expression in the sporting business of Brazil, whose sporting spectacle nowadays is just possible in the intersection of relationship among clubs, administration entities, cheers, media, and investors, an imaginary organization here denominated of production nucleus of soccer product . And, knowing of the importance of the trust and the commitment as builders of relationship marketing, the aim of the work it was to know the factors who determine the commitment in the relationships between the agents of the soccer production nucleus. The research was in the kind of quali-quantitative, with an exploratory delineation. The data from the study were found in the relations established by the agents of the nucleus, by the occasion of the accomplishment of the Gaúcho Championship of Soccer. The sample selection was non probabilistic, in an intentional way, by convenience. Twenty two people took part of the sample, being: seven connected to the clubs, two to the Soccer Administration Entity, five to the Clubs Organized Cheers, five to the Sporting Media, and three to the investors. The data collection was done by semi-structured interview. The interviews were recorded and transcribed. The information were submitted to a contend analysis. In a first moment, they were done thematic pruning to compound the register unities and, later, these unities were disposed in categories and sub-categories. After the presentation and discussion of the results, it is concluded that the determined factors of the trust and commitment are objectives and functional in the case of the relationship between the Club and the Gaúcha Soccer Federation, Sporting Media and Investors. In these relationships, because of the factors nature, it can infer that the limits among the organizations are clearer and fixed, what would be justifying this kind of interaction. And, when it is mentioned about the relationship between the Club and the Cheers and between the Club and the Adversaries, the factors are linked to subjective and affective questions, on the development of future projects. In this case, the limits between the organizations and agents are more obscure, so they interpenetrate the subjectivity of parts, making with there is more complicity in the interactions. / O marketing de relacionamento está re-emergido com potencial para uma nova visão de marketing. Em grande parte das áreas de negócios essa abordagem já vem sendo pesquisada, mas na área dos negócios esportivos existe uma lacuna no que se refere a este paradigma de marketing. Diante disso, optou-se pela pesquisa na modalidade de futebol, por ser esta a maior expressão dos negócios esportivos do Brasil, cujo espetáculo esportivo atualmente somente é possível na intersecção de relacionamentos entre clubes, entidades de administração, torcedores, veículos de comunicação e investidores, uma organização imaginária aqui denominada de núcleo de produção do produto futebol . E, sabendo da importância da confiança e do comprometimento como constructos do marketing de relacionamento, o objetivo do trabalho foi conhecer os fatores que determinam confiança e comprometimento nos relacionamentos entre os agentes do núcleo de produção do futebol. A pesquisa foi do tipo quali-quantitativo, com delineamento exploratório. Os dados do estudo foram encontrados nas relações estabelecidas pelos agentes do núcleo, por ocasião da realização do Campeonato Gaúcho de Futebol. A seleção da amostra foi nãoprobabilística, de modo intencional, por conveniência. Participaram da amostra 22 pessoas, sendo: 7 ligadas aos clubes; 2 à Entidade de Administração do Futebol; 5 às Torcidas Organizadas dos Clubes; 5 à Mídia Esportiva e 3 aos investidores. A coleta de dados foi realizada por meio de entrevista semi-estruturada. As entrevistas foram gravadas e transcritas. As informações foram submetidas à análise de conteúdo. Num primeiro momento, foram feitos recortes temáticos para compor as unidades de registro e, posteriormente, estas unidades foram alocadas em categorias e sub-categorias. Após a apresentação e discussão dos resultados, concluiu-se que os fatores determinantes da confiança e comprometimento são objetivos e funcionais no caso dos relacionamentos entre o Clube e Federação Gaúcha de Futebol, Mídia Esportiva e Investidores. Nesses relacionamentos, em função da natureza dos fatores, pode-se inferir que os limites entre as organizações são mais claros e fixos, o que estaria justificando este tipo de interação. Já, quando se trata do relacionamento entre o Clube e Torcedores e entre o Clube e os Clubes Adversários, os fatores estão vinculados a questões subjetivas e afetivas, em torno do desenvolvimento de projetos futuros. Nesse caso, os limites entre as organizações e agentes são mais obscuros, pois interpenetram a subjetividade de ambos, fazendo com que exista maior cumplicidade nas interações.