Challenged by demanding contextual conditions, public sector organizations struggle to succeed in internal branding. The purpose of this study is to investigate the effects of value congruence in internal communication and positive organizational practices on employees? brand perceptions. The study examines the impact of PSM on these variables. The results of a survey demonstrate the importance of value congruence and positive organizational practices for facilitating employees? brand identification, brand pride, and brand commitment. The findings show that PSM directly impacts employees? opinions about value congruence and positive organizational practices, and indirectly influences their affective responses to the organizational brand.