positioning and differentiation by using brand personality attributes

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  • 1. 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

2. Submitted to : Dr. Ayham Jaaroon Presented by : Abdallah alhroub Alaa Abdelateef Date: 12-2-2014 3. OUTLINE Introduction Purpose The management of corporate identity. Company M&V Study methodology Finding Limitation. 4. 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 5. Introduction cont Corporate personality : philosophy and values M&V emphasizing uniqueness and difference M&V from online brand personality . 6. PURPOSE : to analyze the use of brand personality attributes in M&V across several sectors and industries in Switzerland . 7. 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 ? 8. WHAT IS CORPORATE IDENTITY ? Corporate brand . Corporate reputation . Corporate image . 9. 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 . 10. 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 . 11. Peyrefitte and david (2006) Chun and Dacvies (2001) 12. M&V COMPONENT Davids ( 1989) nine components : Customers Products/services Concern for public image Concern for survival Concern for employees Self-concept Location Philosophy Technology 13. 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 dont differentiate themselves using M&V . 14. METHODOLOGY SAMPLE Industries in Switzerland ( why ) . Six Swiss industries from both the product and service . 134 web sites were analyzed . 15. 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 . besides : Mission Vision Purpose Strategy Values Standard Behavior 16. METHODOLOGY CONT.. DATA COLLECTION CONT.. 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. 17. METHODOLOGY CONT.. ACCESSIBILITY Internet The quality of a companys web site depends on : The reliability of its content . Up to date Web site ought to be dynamic . 18. 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 . 19. METHODOLOGY CONTENT ANALYSIS the texts extracted were analyzed by using Aakers (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 . 20. 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 . 21. 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 ) 22. 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. 23. 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 . 24. 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 dont differentiate themselves using their mission and vision statement on their corporate web sites . 25. 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 . 26. THANK YOU .. ANY QUESTIONS ??


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