In the past, many service brands have applied a consumer-goods approach to branding to respond to a more competitive environment. This approach emphasizes the role of advertising in building a strong brand, but underestimates the role played by employees in developing the brand during their interactions with customers. More recently the development of models that provide an understanding of the process of building a powerful service brand have emphasized the role of employees and their contribution to enhance brand equity. The proliferation of service brands and the ongoing media fragmentation, have increased the complexity of building brand differentiation through advertising. This entails the risk of many services becoming commodities. Therefore, the role of employees in building the brand and making the brand “come alive”, becomes critical. Employees must be committed to demonstrating the brand values (as expressed by top management) each time that the brand interacts with customers. This present research explores employees brand commitment in the hotel industry in a highly competitive market (the five stars hotel category in Bangkok). Employees brand commitment is defined as the extent to which employees experience a sense of identification and involvement with the brand values of the company they work for. Employer brand equity (the organization’s image as seen through the eyes of associates and potential hires) is used as an independent variable for explaining the level of employee commitment to their company’s brand.