Markenmission

Die Markenmission 1)z. T. in der Literatur auch als Motivation, Purpose oder Zweck bezeichnet beantwortet die Frage danach, warum es die Marke gibt und wonach sie strebt 2)vgl. Esch, F.-R. (2010). Strategie und Technik der Markenführung (6. Auflage). München: Franz Vahlen Verlag, S. 83 3)Esch, F.-R., & Ambrecht, W. (Hrsg.). (2009). Best Practice der Markenführung. Wiesbaden: Gabler | GVW Fachverlage GmbH, S. 222. Sie wird durch Key Values und Brand Personality gestützt 4)vgl. Sonnenburg, S. (Hrsg.). (2009). Swarm Branding. Wiesbaden: VS Verlag für Sozialwissenschaften | GWV Fachverlage, S. 78 und formuliert die langfristige Herausforderung bzw. das Ziel der Marke 5)vgl. Kindervater, J., Heim, A., Dertinger, H., & v. Gwinner, L. (2009). Markenfürhung ist Diktat, keine basisdemokratische Entscheidung. In F. Keuper, J. Kindervater, H. Dertinger, & A. Heim (Hrsg.), Das Diktat der Markenführung (1. Auflage). Wiesbaden: Gabler | GWV Fachverlage, S. 121 f.. Der Brand Purpose soll Mitarbeiter und Partner inspirieren und motivieren 6)vgl. KKapferer, J.-N. (2012). The New Strategic Brand Management – Advanced insights and strategic thinking (5. Auflage). London: Kogan Page, S. 32 und so prägnant und knapp formuliert sein, dass er auf ein T-Shirt gedruckt werden könnte. Das Ziel soll dabei realistisch und damit erreichbar, unwiderstehlich und dadurch wirksam, und aufrichtig, und damit greifbar, sein 7)Wallace, L. (2004). Libraries, Mission, & Marketing. Chicago: American Library Association, S. 7. Es ist wenig anwendungsorientiert, den Aufbau oder Umfang des Brand Purpose konkret bis ins Detail vorzuschreiben. Grundsätzlich soll aber die prägnante Formulierung darin unterstützen, die Marke als Betrachter des Modells möglichst schnell zu erfassen.


  • AT&T:
    To exploit technical innovations for the benefit of AT&T and its customers by implementing next-generation technologies and network advancements in AT&T’s services and operations. 8)TheBalance.com
  • Adidas Group: 
    Wir streben danach, dass jeder seine individuelle Bestleistung erzielt. 9)Adidas Group
  • Audi:
    Wir digitalisieren unsere Prozesse und schaffen eine Plattform für integrierte, vernetzte Premium-Mobilität und digitale Services.
    Wir stehen für Nachhaltigkeit in unseren Fahrzeugen und Services entlang der gesamten Wertschöpfungskette.
    Wir sichern in Kooperation mit Städten den Zugang zu individueller stadtverträglicher Premium-Mobilität. 10)Audi
  • Avis:
    To ensure a stress-free rental experience by providing safe dependable verhicles and special services designed to win customer loyalty. 11)Strategy Planning Institute
  • Bayer:
    Science for a better life 12)Bayer
  • BBC: To enrich people’s lives with programmes and services that inform, educate and entertain. 13)BBC
  • Bild:
    Wir geben den Menschen alles, was sie bewegt und Reibung erzeugt. Immer und überall. 14)Meedia
  • Bosch: 
    We want our products to spark enthusiasm, improve quality of life, and help conserve natural resources 15)Bosch
  • Boing:
    1995: Become dominant player in commercial aircraft and bring the world into the jet age 16)1950 businessplans.org 17)Fiore 
    2000: To push not just the envelope of flight, but the entire envelope of value relating to our customers and shareholders
    2009: People working together as a global enterprise for aerospace leadership 18)Ferrell/Hartline
  • Chiquita: Live Better. Live Chiquita! Together we improve lives, love our planet, and lead the industry. 19)Chiquita
  • Cisco: Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners. 20)Cisco
  • Coca Cola Company:
    Wir möchten die Welt rundum erfrischen, mit unseren Marken und Aktivitäten für Optimismus sorgen und die Menschen inspirieren. Wir möchten Werte schaffen und etwas bewirken. Und zwar mit allem, was wir tun. 21)Coca Cola Deutschland
  • Disney:
    To make people happy 22)Businessplans.org 23)Esch 24)Wout et al.
  • eBay: At eBay, our mission is to provide a global online marketplace where practically anyone can trade practically anything, enabling economic opportunity around the world 25)eBay
  • Electronic Arts (Outreach)
    EA Outreach engages our players and employees to improve lives through education programs and initiatives that foster a culture of inclusion. 26)Electronic Arts
  • FedEx:
    FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx Corporation will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards. 27)FedEx 28)Strategicmanagementinsight.com
  • General Electric:
    Invent the next industrial era, to build, move, power, and cure the world. 29)Bplans 30)General Electrics
  • Google: 
    We believe strongly that in the long term, we will be better served — as shareholders and in all other ways — by a company that does good things for the world even if we forgo some short-term gains. Don’t be evil. 31)inoffiziell – TheBalance.com
  • Granini:
    We bring the Fruit for a healthy and enjoyable life. 32)Granini
  • Greenpeace:
    Greenpeace’s goal is to ensure the ability of the earth to nurture life in all its diversity. Therefore Greenpeace seeks to:
    protect biodiversity in all its forms
    prevent pollution and abuse of the earth’s ocean, land, air and fresh water
    end all nuclear threats
    promote peace, global disarmament and non-violence
  • Hapag-Lloyd: 
    As a leading liner shipping company it is Hapag-Lloyd’s current and future commitment to protect the environment, provide the highest service quality, and care for the health and safety of our employees 33)Hapag-Lloyd
  • IBM:
    At IBM, we strive to lead in the creation, development and manufacture of the industry’s most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide. 34)Strategy Planning Institute 35)Tiffany/Peterson/Barrow
  • Intel:
    1995: Do a great job for our customers, employees, and stockholders by being the preeminent building block supplier to the computing industry. 36)Ferrell/Hartline
    2000: To be the preeminent building block supplier to the worldwide internet economy. 37)Ferrell/Hartline
    2009: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live. 38)Strategicmanagementinsight.com 39)Lovett
  • Lego:
    Inspire the and develop the builders of tomorrow 40)Lego
  • LVMH (Moët Hennessy Louis Vuitton)
    Create products that embody unique Savoir-faire, a carefully preserved heritage and a dynamic engagement with modernity. These creations make our Houses ambassadors of a distinctively refined art de vivre. 41)LVMH
  • McDonalds:
    „Our mission is to be our customers‘ favorite place and way to eat & drink. We’re dedicated to being a great place for our people to work; to being a strong, positive presence in your community; and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world.“ 42)McDonalds 43)leicht verändert Fiore
  • McDonalds: To offer the customer fast food prepared in the same high quality worldwide, tasty and reasonably priced, delivered in a consistent low key decor and friends manner. 44)Kachru
  • Merck:
    To discover, develop and provide innovative products and services that save and improve lives around the world. 45)Merck
    We preserve and improve human life 46)Bruce/Montanez
  • Microsoft:
    Our mission is to enable people and businesses throughout the world to realize their full potential. We consider our mission statement a commitment to our customers. We deliver on that commitment by striving to create technology that is accessible to everyone – of all ages and abilities. 47)Microsoft 48)abgewandelt in Bruce/Montanez
  • Miele:
    Wir setzen alles daran, „Immer besser“ zu sein als alle anderen Anbieter und „Immer besser“ zu werden, als wir bereits sind. Für unsere Kunden bedeutet dies die beruhigende Gewissheit, dass sie mit Miele eine gute Entscheidung getroffen haben – wahrscheinlich eine fürs Leben. 49)Miele
  • OSRAM Opto Semiconductors: 
    We shape the future of light.By advancing solutions for illumination, visualization and sensing 50)Osram Opto Semiconductors
  • Otis: To provide any customer a means of moving people and things up, down and sideways over short distances with higher reliability than any similar enterprise in the world. 51)Tiffany/Peterson/Barrow 52)Walden/Thoms
  • Pfizer: We aim to innovate to bring therapies to patients that significantly improve their lives. 53)Pfizer
  • Philips:
    To improve people’s lives through meaningful innovation. 54)Philips
  • Ralph Lauren: 
    to redefine American style, provide quality products, create worlds, and invite people to take part in our dreams 55)Bruce/Montanez
  • Sanofi:
    Shaping tomorrows health. 56)Sanofi
  • SAP:
    To make work become a more personally enjoyable and rewarding experience 57)Kotler/Pfoertsch 58)Lovett
    2014: To help our customers run at their best 59)SAP 60)Wir wollen jedem Kunden helfen, mehr zu erreichen – SAP We do this by delivering technology innovations that we believe address the challenges of today and tomorrow without disrupting our customers’ business operations. 61)SAP 62)(Dies setzen wir in die Praxis um, indem wir innovative Technologien entwickeln, die den Herausforderungen von heute und morgen begegnen, ohne die Abläufe beim Kunden zu beeinträchtigen – SAP
  • Siemens: Wir verwirklichen, worauf es ankommt, und setzen Maßstäbe,
    wie wir die Welt, in der wir leben, elektrifizieren, automatisieren und digitalisieren. Ingenieurskunst treibt uns an, und was wir schaffen, schaffen wir für Sie. Gemeinsam sind wir erfolgreich. 63)Siemens
  • Smart: 
    1997: „Wir entwickeln und bieten Produkte an, die dem wachsenden Bedürfnis nach individuellen, sicheren, innovativen und umweltfreundlichen Fahrzeugen in urbanen Ballungsräumen gerecht werden“. 64)Schär, 1997 nach Diez
  • Starbucks:
    To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. 65)Lovett 66)Starbucks
  • Tesco:
    We go the extra mile for customers making shopping better, simpler, cheaper, in every country in which we operate. Every little helps. 67)Tiffany/Peterson/Barrow
  • Tesla: 
    To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible 68)Tesla
  • Toyota (USA):
    To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America. 69)Bplans 70)Toyota
  • Tui:
    Putting a smile on people’s face 71)Esch
  • Twitter:
    To give everyone the ability to be heard, seen, and share their thoughts and experiences as they happen.
  • Unilever:
    To add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. 72)Canmore 73)Unilever
  • Volvo Cars
    Our mission is to be the world’s most progressive and desired premium car company and to make people’s lives less complicated. 74)Volvo annual report  2016
  • Volvo Group (Trucks)
    Driving prosperity through transport solutions. 75)Volvo Group – [Trucks]
  • Wal Mart:
    Save people money so they can live better. 76)TheBalance 77)Panmore
    To give ordinary folk the chance to buy the same thing as rich people 78)Chambers 79)Wout et al. 80)Fiore
  • YouTube:
    To provide fast and easy video access and the ability to share videos frequently. 81)Lockwood 82)Webb
  • 3M:
    To solve unsolved problems innovativly  83)Esch 84)Chambers 

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