The paper examines how project branding has impact on resource mobilization from management for new projects initiated by front line employees. Companies can diversify their strategic options for new businesses by using new projects initiated by front line employees. Thus, it is recommended that companies make use of front line employees as project leaders for new projects. For successes of projects initiated by front line employees, it is necessary that project leaders give legitimacy to the project and legitimacy for resources allocation into projects. The resources consist of managerial resource and project members. A previous work (Ozawa, 2013) confirmed that those resources were key success factors by quantitative analyses. The study confirmed that a) highly acclaimed project leader and high possibility of project success at birth stages, b) high possibility of project success at growth stages, c) highly acclaimed project leader at mature stages have positive impact on resource mobilization by management.