diff --git a/.circleci/config.yml b/.circleci/config.yml
index 656cdb29..25c51268 100644
--- a/.circleci/config.yml
+++ b/.circleci/config.yml
@@ -27,8 +27,6 @@ jobs:
     working_directory: /home/circleci/.go_workspace/src/github.com/prometheus/node_exporter
 
     environment:
-      DOCKER_IMAGE_NAME: prom/node-exporter
-      QUAY_IMAGE_NAME: quay.io/prometheus/node-exporter
       DOCKER_TEST_IMAGE_NAME: quay.io/prometheus/golang-builder:1.10-base
       REPO_PATH: github.com/prometheus/node_exporter
 
@@ -44,11 +42,9 @@ jobs:
     - run:
         command: |
           if [ -n "$CIRCLE_TAG" ]; then
-            make docker DOCKER_IMAGE_NAME=$DOCKER_IMAGE_NAME DOCKER_IMAGE_TAG=$CIRCLE_TAG
-            make docker DOCKER_IMAGE_NAME=$QUAY_IMAGE_NAME DOCKER_IMAGE_TAG=$CIRCLE_TAG
+            make docker DOCKER_IMAGE_TAG=$CIRCLE_TAG
           else
-            make docker DOCKER_IMAGE_NAME=$DOCKER_IMAGE_NAME
-            make docker DOCKER_IMAGE_NAME=$QUAY_IMAGE_NAME
+            make docker
           fi
     - run: docker images
     - run: docker run --rm -t -v "$(pwd):/app" "${DOCKER_TEST_IMAGE_NAME}" -i "${REPO_PATH}" -T
@@ -65,37 +61,25 @@ jobs:
     - image: circleci/golang:1.10
     working_directory: /go/src/github.com/prometheus/node_exporter
 
-    environment:
-      DOCKER_IMAGE_NAME: prom/node-exporter
-      QUAY_IMAGE_NAME: quay.io/prometheus/node-exporter
-      DOCKER_TEST_IMAGE_NAME: quay.io/prometheus/golang-builder:1.10-base
-      REPO_PATH: github.com/prometheus/node_exporter
-
     steps:
     - checkout
     - setup_remote_docker
     - attach_workspace:
         at: .
     - run: ln -s .build/linux-amd64/node_exporter node_exporter
-    - run: make docker DOCKER_IMAGE_NAME=$DOCKER_IMAGE_NAME
-    - run: make docker DOCKER_IMAGE_NAME=$QUAY_IMAGE_NAME
+    - run: make docker
+    - run: make docker DOCKER_REPO=quay.io/prometheus
     - run: docker images
     - run: docker login -u $DOCKER_LOGIN -p $DOCKER_PASSWORD
     - run: docker login -u $QUAY_LOGIN -p $QUAY_PASSWORD quay.io
-    - run: docker push $DOCKER_IMAGE_NAME
-    - run: docker push $QUAY_IMAGE_NAME
+    - run: make docker-publish
+    - run: make docker-publish DOCKER_REPO=quay.io/prometheus
 
   docker_hub_release_tags:
     docker:
     - image: circleci/golang:1.10
     working_directory: /go/src/github.com/prometheus/node_exporter
 
-    environment:
-      DOCKER_IMAGE_NAME: prom/node-exporter
-      QUAY_IMAGE_NAME: quay.io/prometheus/node-exporter
-      DOCKER_TEST_IMAGE_NAME: quay.io/prometheus/golang-builder:1.10-base
-      REPO_PATH: github.com/prometheus/node_exporter
-
     steps:
     - checkout
     - setup_remote_docker
@@ -112,24 +96,17 @@ jobs:
         path: .tarballs
         destination: releases
     - run: ln -s .build/linux-amd64/node_exporter node_exporter
-    - run:
-        command: |
-          if [ -n "$CIRCLE_TAG" ]; then
-            make docker DOCKER_IMAGE_NAME=$DOCKER_IMAGE_NAME DOCKER_IMAGE_TAG=$CIRCLE_TAG
-            make docker DOCKER_IMAGE_NAME=$QUAY_IMAGE_NAME DOCKER_IMAGE_TAG=$CIRCLE_TAG
-          else
-            make docker DOCKER_IMAGE_NAME=$DOCKER_IMAGE_NAME
-            make docker DOCKER_IMAGE_NAME=$QUAY_IMAGE_NAME
-          fi
+    - run: make docker DOCKER_IMAGE_TAG=$CIRCLE_TAG
+    - run: make docker DOCKER_IMAGE_TAG=$CIRCLE_TAG DOCKER_REPO=quay.io/prometheus
     - run: docker login -u $DOCKER_LOGIN -p $DOCKER_PASSWORD
     - run: docker login -u $QUAY_LOGIN -p $QUAY_PASSWORD quay.io
     - run: |
         if [[ "$CIRCLE_TAG" =~ ^v[0-9]+(\.[0-9]+){2}$ ]]; then
-          docker tag "$DOCKER_IMAGE_NAME:$CIRCLE_TAG" "$DOCKER_IMAGE_NAME:latest"
-          docker tag "$QUAY_IMAGE_NAME:$CIRCLE_TAG" "$QUAY_IMAGE_NAME:latest"
+          make docker-tag-latest DOCKER_IMAGE_TAG="$CIRCLE_TAG"
+          make docker-tag-latest DOCKER_IMAGE_TAG="$CIRCLE_TAG" DOCKER_REPO=quay.io/prometheus
         fi
-    - run: docker push $DOCKER_IMAGE_NAME:$CIRCLE_TAG
-    - run: docker push $QUAY_IMAGE_NAME:$CIRCLE_TAG
+    - run: make docker-publish
+    - run: make docker-publish DOCKER_REPO=quay.io/prometheus
 
 workflows:
   version: 2
diff --git a/Makefile b/Makefile
index a254ef7a..15549545 100644
--- a/Makefile
+++ b/Makefile
@@ -70,14 +70,17 @@ $(eval $(call goarch_pair,mips64el,mipsel))
 
 all: style vet staticcheck checkmetrics build test $(cross-test) $(test-e2e)
 
+.PHONY: test
 test: collector/fixtures/sys/.unpacked
 	@echo ">> running tests"
 	$(GO) test -short $(test-flags) $(pkgs)
 
+.PHONY: test-32bit
 test-32bit: collector/fixtures/sys/.unpacked
 	@echo ">> running tests in 32-bit mode"
 	@env GOARCH=$(GOARCH_CROSS) $(GO) test $(pkgs)
 
+.PHONY: skip-test-32bit
 skip-test-32bit:
 	@echo ">> SKIP running tests in 32-bit mode: not supported on $(OS_detected)/$(GOARCH)"
 
@@ -87,17 +90,21 @@ collector/fixtures/sys/.unpacked: collector/fixtures/sys.ttar
 	./ttar -C collector/fixtures -x -f collector/fixtures/sys.ttar
 	touch $@
 
+.PHONY: test-e2e
 test-e2e: build collector/fixtures/sys/.unpacked
 	@echo ">> running end-to-end tests"
 	./end-to-end-test.sh
 
+.PHONY: skip-test-e2e
 skip-test-e2e:
 	@echo ">> SKIP running end-to-end tests on $(OS_detected)"
 
+.PHONY: checkmetrics
 checkmetrics: $(PROMTOOL)
 	@echo ">> checking metrics for correctness"
 	./checkmetrics.sh $(PROMTOOL) $(e2e-out)
 
+.PHONY: docker
 docker:
 ifeq ($(MACH), ppc64le)
 	$(eval DOCKERFILE=Dockerfile.ppc64le)
@@ -105,17 +112,11 @@ endif
 	@echo ">> building docker image from $(DOCKERFILE)"
 	@docker build --file $(DOCKERFILE) -t "$(DOCKER_IMAGE_NAME):$(DOCKER_IMAGE_TAG)" .
 
+.PHONY: test-docker
 test-docker:
 	@echo ">> testing docker image"
 	./test_image.sh "$(DOCKER_IMAGE_NAME):$(DOCKER_IMAGE_TAG)" 9100
 
+.PHONY: promtool $(FIRST_GOPATH)/bin/promtool
 $(FIRST_GOPATH)/bin/promtool promtool:
 	@GOOS= GOARCH= $(GO) get -u github.com/prometheus/prometheus/cmd/promtool
-
-.PHONY: test-e2e promtool checkmetrics
-
-# Declaring the binaries at their default locations as PHONY targets is a hack
-# to ensure the latest version is downloaded on every make execution.
-# If this is not desired, copy/symlink these binaries to a different path and
-# set the respective environment variables.
-.PHONY: $(FIRST_GOPATH)/bin/promtool
diff --git a/Makefile.common b/Makefile.common
index 353494c0..61ef11da 100644
--- a/Makefile.common
+++ b/Makefile.common
@@ -36,14 +36,23 @@ pkgs          = ./...
 PREFIX                  ?= $(shell pwd)
 BIN_DIR                 ?= $(shell pwd)
 DOCKER_IMAGE_TAG        ?= $(subst /,-,$(shell git rev-parse --abbrev-ref HEAD))
+DOCKER_REPO             ?= prom
 
+.PHONY: all
 all: style staticcheck unused build test
 
-style:
+# This rule is used to forward a target like "build" to "common-build".  This
+# allows a new "build" target to be defined in a Makefile which includes this
+# one and override "common-build" without override warnings.
+%: common-% ;
+
+.PHONY: common-style
+common-style:
 	@echo ">> checking code style"
 	! $(GOFMT) -d $$(find . -path ./vendor -prune -o -name '*.go' -print) | grep '^'
 
-check_license:
+.PHONY: common-check_license
+common-check_license:
 	@echo ">> checking license header"
 	@licRes=$$(for file in $$(find . -type f -iname '*.go' ! -path './vendor/*') ; do \
                awk 'NR<=3' $$file | grep -Eq "(Copyright|generated|GENERATED)" || echo $$file; \
@@ -53,48 +62,66 @@ check_license:
                exit 1; \
        fi
 
-test-short:
+.PHONY: common-test-short
+common-test-short:
 	@echo ">> running short tests"
 	$(GO) test -short $(pkgs)
 
-test:
+.PHONY: common-test
+common-test:
 	@echo ">> running all tests"
 	$(GO) test -race $(pkgs)
 
-format:
+.PHONY: common-format
+common-format:
 	@echo ">> formatting code"
 	$(GO) fmt $(pkgs)
 
-vet:
+.PHONY: common-vet
+common-vet:
 	@echo ">> vetting code"
 	$(GO) vet $(pkgs)
 
-staticcheck: $(STATICCHECK)
+.PHONY: common-staticcheck
+common-staticcheck: $(STATICCHECK)
 	@echo ">> running staticcheck"
 	$(STATICCHECK) -ignore "$(STATICCHECK_IGNORE)" $(pkgs)
 
-unused: $(GOVENDOR)
+.PHONY: common-unused
+common-unused: $(GOVENDOR)
 	@echo ">> running check for unused packages"
 	@$(GOVENDOR) list +unused | grep . && exit 1 || echo 'No unused packages'
 
-build: promu
+.PHONY: common-build
+common-build: promu
 	@echo ">> building binaries"
 	$(PROMU) build --prefix $(PREFIX)
 
-tarball: promu
+.PHONY: common-tarball
+common-tarball: promu
 	@echo ">> building release tarball"
 	$(PROMU) tarball --prefix $(PREFIX) $(BIN_DIR)
 
-docker:
-	docker build -t "$(DOCKER_IMAGE_NAME):$(DOCKER_IMAGE_TAG)" .
+.PHONY: common-docker
+common-docker:
+	docker build -t "$(DOCKER_REPO)/$(DOCKER_IMAGE_NAME):$(DOCKER_IMAGE_TAG)" .
 
+.PHONY: common-docker-publish
+common-docker-publish:
+	docker push "$(DOCKER_REPO)/$(DOCKER_IMAGE_NAME)"
+
+.PHONY: common-docker-tag-latest
+common-docker-tag-latest:
+	docker tag "$(DOCKER_REPO)/$(DOCKER_IMAGE_NAME):$(DOCKER_IMAGE_TAG)" "$(DOCKER_REPO)/$(DOCKER_IMAGE_NAME):latest"
+
+.PHONY: promu
 promu:
 	GOOS= GOARCH= $(GO) get -u github.com/prometheus/promu
 
-$(FIRST_GOPATH)/bin/staticcheck:
+.PHONY: $(STATICCHECK)
+$(STATICCHECK):
 	GOOS= GOARCH= $(GO) get -u honnef.co/go/tools/cmd/staticcheck
 
-$(FIRST_GOPATH)/bin/govendor:
+.PHONY: $(GOVENDOR)
+$(GOVENDOR):
 	GOOS= GOARCH= $(GO) get -u github.com/kardianos/govendor
-
-.PHONY: all style check_license format build test vet assets tarball docker promu staticcheck $(FIRST_GOPATH)/bin/staticcheck govendor $(FIRST_GOPATH)/bin/govendor
\ No newline at end of file