This study examines three main issues in an integrated model. First, we investigate the effect of employees' brand identification on employee satisfaction. Second, we investigate the effect of employees' brand identification on employees' CS activities. And third, we examine whether satisfied employees are likely to perform CS activities. Five dimensions of brand personality are adopted in the proposed model in which we measure employee-brand congruence with personal identification and social identification. The results show that when employees feel that their company's brand personality matches well with their personal or social images or expresses them effectively, their job satisfaction increases. Satisfied employees also tend to do more activities that can increase customer satisfaction. In addition, employees' brand identification has a direct influence on CS activities as well as an indirect one via ES. These results seem to support the claims of the service profit chain. The findings imply that it is useful to view employees as internal customers and brand management is important for employees as well as for customers. Enhancing brand personality of the company and selecting service employees who are well matched with the brand image can enhance both employee satisfaction(ES) and customer satisfaction(CS). Especially for services firms, internal branding is critical so that employees should be regarded and managed as brand apostles to customers.