Increase brand recognition | Improve brand image |
Increase brand awareness | Drive customer loyalty |
Differentiate from competitors | Expand market reach |
Increase sales | Increase selling price and margins |
Improve customer engagement | Increase brand equity |
Maintain brand consistency | Align brand messaging |
Deliver to a brand promise | Cultivate brand advocacy |
Increase customer satisfaction | Internal branding initiatives |
Improve brand perceptions | Compelling brand stories |
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.Recognition
The percentage of customers who recognize your brand name and visual symbols such as logo, packaging, brand colors and products.Awareness
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."Engagement
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.Margins
Revenue margins of a brand driven by factors such as brand identity, brand awareness, brand legacy and premiumization of products.Summary
Brand objectives are targets for brands in areas such as recognition, awareness, image and engagement.
| Overview: Brand Objectives | ||
Type | ||
Definition | The goals of a brand. | |
Related Concepts | ||
