Brands Enhance Companies’ Competitive Advantage and Retains Talented Employees

In A Study Conducted at UOB

Brands Enhance Companies’ Competitive Advantage and Retains Talented Employees

A study conducted at the University of Bahrain (UOB) confirmed the vital role that the brand strategy plays in enhancing the competitive advantage of enterprises, indicating the impact of this on the level of retaining employees of different hierarchies in the institutions.

Also, the study found the impact of following strategies to enhance competitiveness in developing the brand of business owners, by relying on long-term plans to increase the retention of talent within the equations of productivity and profitability of enterprises.

The study was conducted by the researcher in the College of Business at the University student Sharifa Jalal Al-Khaja as part of the master’s degree in management and marketing requirements, titled “Factors Affecting the Brand of an Employer in the Banking Sector” , and it was applied to a bank in the Kingdom of Bahrain and recommended the importance of strengthening competitive strategies, defining a clear strategy to increase the power of attraction, while transforming the retention strategy as a form of marketing by strengthening competitive strategies and developing human resources policies and standards to enable talented people to remain in the institutions as long as possible, as it’s one of the most recommended strategies to gain higher individual and organizational values.

Moreover, the results of the study showed that good companies depend mainly on the ability of human resources leaders to retain talented employees, which may lead to the institution gaining a high level of competitive advantage among companies. Also, developing a brand strategy builds the identity of the organization’s image, emphasizing the need for organizations to redirect their efforts to retain talented employees instead of losing them, to reap the highest possible results, gains and profits, and the importance of caring for the brand to ensure an abundance of talented human resources.

It’s worth mentioning that the discussion committee consisted of Prof. Dr. Khaled Bubshait from King Fahd University of Petroleum and Minerals in the Kingdom of Saudi Arabia as an external examiner, and the professor of the Department of Management and Marketing at the College of Business at UOB Prof. Dr. Adel Ismail Al-Alawi as an internal examiner, and the study was supervised by Associate Professor of the Department of Management and Marketing at the College of Business at UOB Dr. Makarand Upadhyaya.