06. brand objectives

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THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),

FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),

MSLIM

2AOT - www.tharakadias.com

Objectives are the core of managerial action, providing direction the plans. An objectives will ensure that a company knows what its

strategies are

SMART objectivesLong term brand

objectives Short term brand

objectives


� By taking the ideas encapsulated in the

brand vision and transforming these into

concrete objectives

� Managers can transform the brand vision into � Managers can transform the brand vision into

quantified objectives by identifying long term

objectives and short term goals


� From brand vision a sense of direction is given to the

brand

� A more proactive measure is to roll back the future to

present by analyzing and anticipating future changes

– SLEPT, Customers and Completion– SLEPT, Customers and Completion

� Proactive organizations adopts an out side in

approach in setting objectives.

AOT - www.tharakadias.com 5

Brand Vision

Long term objectives

Aggregation of short term objectives


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 � 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


� Does it stimulate progress

� Is it exiting and adventures

� Is it clear to understand

� Does it force staff to think differently

� Does it provide a clear sense of direction

� Does it have risk, yet scope to gain full commitment



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� Short term objectives could be set that gives a

meaning to long term objectives

� Breaking down on customers, intermediaries and

product line collectively help to achieve long term

objectivesobjectives

� This help to ensure that the organization survive

during the short term period and set the phase for

long term objectives


To make the brand Hutch as the no 1 brand ,in mobile telecom service provider in Srilanka within the next 10 provider in Srilanka within the next 10 years


What customer motivation does the brand satisfy?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


� The brand team must identify stretch objectives and roll back the desired future to the current time to build innovatively appropriate strategies

� The market cube enables the brand team to connect short term and long term objectives

� Long term objectives must be developed with suitable catalytic mechanisms to bring about the desired future


� Managers should roll the future back to the

present, rather than incrementally project the

present forward

� In 1961, President Kennedy proclaimed the � In 1961, President Kennedy proclaimed the

daunting challenge of landing challenge of

landing a man on the moon and returning

him safely to earth before the end of the

decade


Thank you

Thank you


06. brand objectives

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