06. brand objectives


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Brand Objectives by Tharaka Dias

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06. brand objectives

  1. 1. History of Branding - YouTube.flv THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  2. 2. AOT - www.tharakadias.com 2
  3. 3. Objectives are the core of managerial action, providing directionthe plans. An objectives will ensure that a company knows what its strategies are Long term brand Short term brand SMART objectives objectives objectives AOT - www.tharakadias.com 3
  4. 4. By taking the ideas encapsulated in thebrand vision and transforming these intoconcrete objectivesManagers can transform the brand vision intoquantified objectives by identifying long termobjectives and short term goals AOT - www.tharakadias.com 4
  5. 5. From brand vision a sense of direction is given to thebrandA more proactive measure is to roll back the future topresent by analyzing and anticipating future changes– SLEPT, Customers and CompletionProactive organizations adopts an out side inapproach in setting objectives. AOT - www.tharakadias.com 5
  6. 6. Brand Vision Long term objectivesAggregation of short term objectives AOT - www.tharakadias.com 6
  7. 7. Key factors covering brand objectives Should be easy to understand Every one should be compelled to act Objectives should act as an internal catalyst The intent is to move from merely having a goal to a long term challenge A long term brand objective is powerful when there is commitment at all levels in side the organization Able to take risk Should be a stretched and challenging one AOT - www.tharakadias.com 7
  8. 8. Does it stimulate progressIs it exiting and adventuresIs it clear to understandDoes it force staff to think differentlyDoes it provide a clear sense of directionDoes it have risk, yet scope to gain full commitment AOT - www.tharakadias.com 8
  9. 9. Facebook.mp4 AOT - www.tharakadias.com 9
  10. 10. Short term objectives could be set that gives ameaning to long term objectivesBreaking down on customers, intermediaries andproduct line collectively help to achieve long termobjectivesThis help to ensure that the organization surviveduring the short term period and set the phase forlong term objectives AOT - www.tharakadias.com 10
  11. 11. AOT - www.tharakadias.com 11
  12. 12. AOT - www.tharakadias.com 12
  13. 13. To make the brand Hutch as the no 1brand ,in mobile telecom serviceprovider in Srilanka within the next 10years AOT - www.tharakadias.com 13
  14. 14. AOT - www.tharakadias.com 14
  15. 15. What customer motivation does the brand satisfy?The Market Cube: Short term objectives can be identified in terms of the three dimensions as a means to achieve a long term objective AOT - www.tharakadias.com 15
  16. 16. AOT - www.tharakadias.com 16
  17. 17. The brand team must identify stretchobjectives and roll back the desired future tothe current time to build innovativelyappropriate strategiesThe market cube enables the brand team toconnect short term and long term objectivesLong term objectives must be developed withsuitable catalytic mechanisms to bring aboutthe desired future AOT - www.tharakadias.com 17
  18. 18. Managers should roll the future back to thepresent, rather than incrementally project thepresent forwardIn 1961, President Kennedy proclaimed thedaunting challenge of landing challenge oflanding a man on the moon and returninghim safely to earth before the end of thedecade AOT - www.tharakadias.com 18
  19. 19. Thank youAOT - www.tharakadias.com 19