Especially after the Second World War, Strategic management approach has emerged as an
important tool to keep the organizations ahead in the competitive environment.Strategic planningcovers all the
process thathelps us to identify where the institution want to be in the future and how to carry the institution
into that desired future by calculating the corporate resources, the organizations’ internal and external
potentials. It also contributes to the success of the institution in accordance with the adoption rate within the
organization’s internal staff. In this context, the branding of the institution as a component of strategic
management and the good understanding of the brand identity by the internal staff are the important indicators
in terms of organizational development.This study aims to investigate AFAD employees' perceptions of the
Internal and External Environment Strategy andthese perceptions effect on corporate branding perception. The
research was conducted with quantita