positioning and differentiation by using brand personality attributes

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 .

besides :

Mission VisionPurposeStrategyValuesStandardBehavior

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.

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 .

THANK YOU ………..

ANY QUESTIONS ??