Findings: Based on the analysis of research data, the final model was conceptualized in the form of a causal category including the main categories of environmental and competitive pressures, the need for brand cultural coherence, the necessity of management and leadership coherence, technological and digital developments, and strategic requirements of Mellat Bank, a pivotal phenomenon including the main categories of internalizing brand values in employees, cultural alignment of the organization with the brand, and brand representation in the behavior of frontline employees, contextual factors including the main categories of the bank's cultural-value context, structural and managerial context, technological context, and interactive infrastructure, and competitive and market environment conditions, intervening factors including the main categories of performance management, organizational structure and policies, team building, and brand leadership, strategy including the main categories of employee training and empowerment, strengthening brand culture and values, internal communication management, and incentive mechanisms and rewards based on brand-oriented behavior, and consequences including the main categories of employee brand-oriented behavior, employee loyalty and motivation, organizational performance and productivity, and internal brand image and reputation.