POSITIONING AND DIFFERENTIATION BY USING BRAND PERSONALITY ATTRIBUTES Do mission and vision statements contribute to building a unique corporate identity? Diana Ingenhoff and Tanja Fuhrer Department for Media and Communication science, University of Fribourg, Fribourg, Switzerland
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Positioning and differentiation by using brand personality attributes
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POSITIONING AND DIFFERENTIATION BY USING BRAND PERSONALITY ATTRIBUTES
Do mission and vision statements contribute to building a unique corporate identity?
Diana Ingenhoff and Tanja Fuhrer
Department for Media and Communication science,
University of Fribourg, Fribourg, Switzerland
Submitted to : Dr. Ayham Jaaroon
Presented by :Abdallah alhroub Alaa Abdelateef
Date:
12-2-2014
OUTLINE
IntroductionPurposeThe management of corporate identity.Company M&VStudy methodologyFindingLimitation.
INTRODUCTION
Company should establish a position of non-price differentiation.
The aim is to be desirable , unique , and highly valued .
Corporate reputation :
By communicating its identity , “ the underlying “ core “ or basic character of the firm “
Introduction cont…
Corporate personality : philosophy and values M&V emphasizing uniqueness and difference M&V from online brand personality .
PURPOSE :
to analyze the use of brand personality attributes in M&V across several sectors and industries in Switzerland .
RESEARCH QUESTIONS
Do companies belonging to a cross-section of industries and /or sector use brand personality elements in different ways in their mission and vision statements ?
Do companies use their mission and vision statement on their corporate web sites to position themselves within their marketplace ?
WHAT IS CORPORATE IDENTITY ?
Corporate brand .
Corporate reputation .
Corporate image .
CORPORATE PERSONALITY
The brand is viewed as a “ character , a partner and a person “ , whereas brand personality is “ the set of human characteristics associated with a brand “
Aaker scale :
sincerity , excitement . competence , sophistication and ruggedness with several sub-categories .
M&V
Corporate mission
It serves as a reflection of the company and its people Pertains to the reason for the existence of the company A succinct expression of corporate purpose .
Corporate vision
Vision specifies the desired status of the company in the future .
Peyrefitte and david (2006)
Chun and Dacvies (2001)
M&V COMPONENT
David’s ( 1989) nine components :
Customers Products/services Concern for public image Concern for survival Concern for employees Self-concept LocationPhilosophy Technology
HYPOTHESES
H1 : the use of mission and vision components ,,,,,,similar across industries .
H2 : the use of M&V component ,,,,,, similar among different sector
H3 : M&V ,,,, positioning the organization within its marketplace .
H4 : firms don’t differentiate themselves using M&V .
METHODOLOGY
SAMPLE
Industries in Switzerland ( why ) .
Six Swiss industries from both the product and service .
134 web sites were analyzed .
METHODOLOGY CONT..
DATA COLLECTION Every page that is accessible via the homepage and has at least partially the same URL.
Only explicit offerings of statements were analyzed .
Only statements based on long-term consideration were incorporated .
any short-term information such as news , career section , company history and term or stakeholder description was ignored.
METHODOLOGY CONT..
ACCESSIBILITY
Internet
The quality of a company’s web site depends on :
The reliability of its content .Up to dateWeb site ought to be dynamic .
METHODOLOGY CONT..
ACCESSIBILITY CONT..
the material should be readily identifiable , quickly discoverable , and easily accessible .
The time taken to locate the statement will therefore be noted as well as the clicks taken to find all information required .
Length of the statement .
METHODOLOGY
CONTENT ANALYSIS the texts extracted were analyzed by using Aaker’s (1997) personality framework .
It was necessary to impose several restrictions:
Slogans including words listed counted only once .
Words that are part of company or product names were not considered .
METHODOLOGY CONT..
CONTENT ANALYSIS CONT..
The coder had to avoid counting adjectives relating to something other than the company , its product and services or its members .
RESEARCH FINDING
Accessibility
The 134 visited web sites raised noteworthy difficulties regarding URL .
A total of 95 firms, representing 70.9 percent , had an English version of their web site .
The proportion in the production sector ( 78.7 percent ) was higher than in the service sector ( 61 percent )
scanned the web site for mission and vision or equivalent statements. In the end we found 63 mission and vision statement of companies , with more companies from the service sector than from the production sector .
The time taken to find mission and vision or equivalent statements was in all cases very short , accurately defined as less than one minute .
More than half of the firms provided their statement in one single piece , whereas less than 8 percent ( 5 firms ) split the text into three or more parts.
USAGE OF BRAND PERSONALITY ATTRIBUTES
H1: which predicted that mission and vision statements on corporate web sites are similar across industries was strongly supported .
H2 : which predicted that the use of mission and vision is also similar between the product and service sector . was strongly supported too .
POSITIONING AND DIFFERENTIATION
H3 : proposing that the content of mission and vision statements is compatible with the concept of positioning the organization within its marketplace , could be confirmed .
Also , we found confirmation for H4 that firms don’t differentiate themselves using their mission and vision statement on their corporate web sites .
LIMITATION AND FUTURE RESEARCH
Language .
Correspondence analysis .
Since this study focused on positioning amongst the biggest firms competing in the marketplace , future research could look at the positioning of small and medium-size businesses .