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The Nokia Siemens Networks (NSN) case illustrates how the new merged brand was conveyed to its employees internally, via employee branding. It highlights the associated opportunities and challenges of aligning external customer-facing branding efforts led by marketing with internal branding efforts led by Human Resources (HR), which have traditionally focussed on employer branding rather than employee branding. Employer branding is aimed at attracting and retaining employees in the proverbial war for talent, whereas employee branding is aimed at engaging and enabling employees to deliver the brand positioning to customers.