Presentation
VISION STATEMENTS OF TOP 100 GLOBAL BRANDS: A CRITICAL DISCOURSE ANALYSIS


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Publication Details
Author list: Kamran Ahmed Siddiqui
Publisher: Prof. Mykola Vaskiv
Place: Kyiv, Ukraine
Publication year: 2021
Title of series: 6th International Conference on Social Sciences
Number in series: 6
Volume number: 4
Number of pages: 1
ISBN: 978-605-70554-1-5
Web of Science ID:
PubMed ID:
Scopus ID:
Languages: English-United States


Purpose: The purpose of this paper is to analyze the vision statements of Top 100
Global Brands.
Methods: Interbrand’s ranking for top 100 global brands were selected for this study
and their vision statements were collected from their official websites.
Findings: The length of vision statements varies from 3 to 80 with an average 17
(number of words). Most frequently used keywords in vision statements include; world;
people; better; company; and sustainable. Limitation of this research include conclusions are
drawn based on material found in publicly available official websites and content analysis has
been criticized as highly subjective in nature. There is strong link between industry and the
keywords used in vision statements for example automotive industry has Mobility and
Driving; financial services has financial services; Luxury brands having luxury; business
eservices has cloud and digital; Media has entertainment; Alcohol has beer; Beverages has
beverages; restaurants has food as keyword. 


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Last updated on 2021-20-05 at 14:25