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This study aims to examine the relationship between internal branding on employee brand loyalty, employee brand commitment and employee brand identification and their impact on employee brand performance in the context of the hospitality industry in Surabaya, East Java. The design / methodology / research approach uses 150 respondents. The questioners was collected through a field survey of eight 5-star hotel employees in Surabaya, East Java. Confirmatory factor analysis and structural equation modeling was applied. The result of this study showed that internal branding affects employee brand loyalty, employee brand commitment and employee brand identification and its effect on employee brand performance. The practical implications of this study will provide advice for hospitality industry managers to develop strategies that can increase the level of employee brand performance.