Brand Objectives

Brand Objectives

Brand Objectives Jonathan Poland

Brand objectives refer to the specific goals that a brand is working towards. These goals can be both long-term end-goals, such as increasing revenue or expanding market share, as well as intermediate steps towards these end-goals, such as improving the brand’s image or positioning in the market. In order to effectively achieve their brand objectives, companies often need to develop and implement a range of strategies, including marketing and advertising efforts, product development and innovation, and customer service initiatives. By setting clear brand objectives and working towards them, companies can better align their efforts and resources in order to achieve their desired outcomes. The following are common brand objectives.

Identity & Image
Establishing an identity for a brand in the market. Measured with surveys that discover how a brand is viewed by your target market.

The percentage of customers who recognize your brand name and visual symbols such as logo, packaging, brand colors and products.

Brand awareness is the percentage of customers who can recall your brand. For example, top of mind awareness is the percentage of customers who name your brand first when given a product category such as “coffee.”

A measure of how often customers interact with your brand. Interactions are defined by you and can include things like visiting your website, visiting a location, making an order and reviewing a product.

Brand Loyalty
The number of customers who regularly purchase your brand.

Brand Advocate
The number of customers who recommend your brand to others.

Brand Equity
The estimated value of your brand.

Market Share
The percentage of your target market that are customers.

Revenue margins of a brand driven by factors such as brand identity, brand awareness, brand legacy and premiumization of products.

Learn More…

Process Risk Jonathan Poland

Process Risk

Process risk is the risk of financial loss or other negative consequences…

Taxes Jonathan Poland


Taxes are mandatory financial contributions that are levied by a government on…

Team Leadership Jonathan Poland

Team Leadership

Team leadership involves guiding and representing a team, using influence rather than…

Experience Goods Jonathan Poland

Experience Goods

Experience goods are products or services that are consumed through an experiential…

Phased Implementation Jonathan Poland

Phased Implementation

Phased implementation is a method of developing and introducing a business, brand,…

Management Decisions Jonathan Poland

Management Decisions

Management decisions are decisions that pertain to the direction and control of…

Sales Goals Jonathan Poland

Sales Goals

Sales goals are targets for the revenue or units sold that a…

What is Avoidance? Jonathan Poland

What is Avoidance?

Avoidance is the act of avoiding something that one finds unpleasant or…

Program Efficiency Jonathan Poland

Program Efficiency

Program efficiency refers to the effectiveness with which a computer program uses…

Jonathan Poland © 2023

Search the Database

Over 1,000 posts on topics ranging from strategy to operations, innovation to finance, technology to risk and much more…

Business Scale Jonathan Poland

Business Scale

Business scale refers to the impact that a company’s size has on…

Needs Identification Jonathan Poland

Needs Identification

Needs identification is the process of discovering and understanding a customer’s needs,…

Preventive Maintenance Jonathan Poland

Preventive Maintenance

Preventive maintenance is a type of maintenance that is designed to prevent…

Solution Selling Jonathan Poland

Solution Selling

Solution selling is a type of sales approach that focuses on offering…

Product Quality Jonathan Poland

Product Quality

Product quality refers to the inherent characteristics of a product that determine…

Market Forces Jonathan Poland

Market Forces

The interaction that shapes a market economy. Market forces are the factors…

Brand Authenticity Jonathan Poland

Brand Authenticity

Brand authenticity is the degree to which a brand accurately represents itself…

Turnaround Management Jonathan Poland

Turnaround Management

Turnaround management is a specialized form of management that involves developing and…

What is a Turnaround Strategy? Jonathan Poland

What is a Turnaround Strategy?

A turnaround strategy is a business plan that is implemented when a…