Problems with setting brand objectives

There are several problems associated with setting objectives for a brand or product category:

Management issues often come into play when it comes to any type of marketing or advertising plan. Very often, plans amount to short term goals and objectives that while profitable in the long run, will be eventually out paced by competitors using management techniques that are designed for the long-term goals. Shot term goals are most effective when part of a chain, or stages in a larger strategy, but working for the now rarely ever pays off in the long run.

Sometimes, the companies’ strategies are rather vague and difficult to orchestrate, if you’re a product manager. How can you “Give your company an ultra modern appearance, make it seem like the next logical step for a consumer wanting to move into the 21st century” How exactly do you make your product help accomplish that for the people above you? Well, they sure aren’t going to tell you, so the best choice you have is to set a number of smaller goals that will add up, or build upon each other, into a major goal. Fluctuations in product’s equity are difficult at best to predict, and this type of variable will get in the way of a product or brand manager.

This is part of the reason the high level management will set broad, vague goals. If a company sets a goal that, while it’s well and good for stable markets, would be disastrous for higher risk markets, they will probably lose in those markets.

The problem with short-term goals is particularly evident in companies where managers get bonuses or compensation for their products making money over the short term. Those in charge will seize opportunities to earn themselves a little extra money and ignore potential long-term gains in favor or the now.

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