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Over the past few years, the company iB4e has underperformed compared with its competitors which enjoy stronger brand recognition. In addition, lots of experienced staff responsible for key customer accounts has left the company. Even though it pays comparable salaries to its rivals, iB4e has had difficulty replacing these staff with outside appointments. This has led to some existing employees temporarily taking on customer relationship management in return for small one-off payments. This has been good for staff morale but the effectiveness of this calculates as a long term alternative to appointing suitably experienced new staff is questionable given that some of these staff has been more successful than others.
Explain how effective brand management can assist iB4e's 'sharpening the focus' initiative
The Chief Executive is launching a new initiative known as 'sharpening the focus' which is centred on:
Effective brand management can assist iB4e's 'sharpening the focus' initiative in a number of ways:
Improved performance
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