Kategorien
Vision

Brand Purpose & Mission

Die Markenmission (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 1 2. Sie wird durch Key Values und Brand Personality gestützt 3 und formuliert die langfristige Herausforderung bzw. das Ziel der Marke 4.

Brand Purpose

Der Brand Purpose soll Mitarbeiter und Partner inspirieren und motivieren 5 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 6. 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.


Wogegen kämpfen wir in dieser Welt an?

Wofür kämpfen wir in dieser Welt?


Purpose (believe): We believe beauty should be a source of confidence, and not anxiety.

Purpose: That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realise their full potential.

Quelle: Dove

Corporate Vision: Transforming Zalando from a successful online fashion retailer into a fashion platform. We strive to become the Starting Point for Fashion.

Purpose: We believe fashion ecosystems can and should benefit everyone – customers, the industry, and society at large. Fashion should be smarter, kinder, more sustainable, and more accessible.

Purpose: We exist to reimagine fashion for the good of all.

Values: tiefgreifende Kundenorientierung, unternehmerische Denkweise, Schnelligkeit und Teamgeist

Quelle: vgl. Homburg/Richter, 2003, S.15 nach Detzel/Mahle/Pätzmann, 2016, S. 60; Zalando Vision & Purpose, Zalando Werte

Vision: A global Force for establishing and innovating Learning-through-play

Purpose (believe): We believe in the power of play. Play lets us be creative, explore, experiment, dream and discover. Children are our Rolemodels.

Purpose: We exist to inspire the and develop the builders of tomorrow

Markenwerte: Imagination, creativity, fun, learning, quality, caring

Quelle: Lego
Zum Brand Portrait von Lego


Simon Sinek erläutert die Kraft des WHY anhand des Golden Circle

Corporate Vision:
To bring the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software, and internet offerings.

Purpose: We believe
people with passion can change the world to the better. We beliebe the ones that are crazy enough to believe they can change to the better, are the ones who actually do.

Purpose: We exist to enable people to
think different.

Purpose:
We believe in multi-planetary life. 

Purpose: We exist to
to revolutionize space technology, with the ultimate goal of enabling people to live on other planets. 

Quelle. SpaceX


Purpose: We believe
in a connected digital society, where data flows at speed, connecting people, communities and things to the internet like never before. We are optimistic about how technology and connectivity can enhance the future and improve people’s lives.

Purpose: We exist
to connect for a better future.
We aim to build a digital society that enhances socio-economic progress, embraces everyone and does not come at the cost of our planet.

Quelle: Vodafone


Purpose: We exist to fill the world with emotion, through the power of creativity and technology.

(Old Purpose: Become the company most known for changing the worldwide poor-quality image of Japanese products)

Values:
Dreams & Curiosity
Pioneer the future with dreams and curiosity.
Diversity
Pursue the creation of the very best by harnessing diversity and varying viewpoints.
Integrity & Sincerity
Earn the trust for the Sony brand through ethical and responsible conduct.
Sustainability
Fulfill our stakeholder responsibilities through disciplined business practices.

Quelle: Sony, Bruce & Montanez, 2012,S.77

Corporate Vision:
to become the world’s premier digital industrial company, transforming industry with software-defined machines and solutions that are connected, responsive and predictive.

Purpose:
to invent the next industrial era,
to build, move, power and cure the world (old)
2019: Building a world that works

Quelle: Panmore, GE Wold in Motion, GE CEO Letter

Corporate Vision (1909):
To democratise the automobile

Purpose (today):
We go further to make our cars better, our employees happier and our planet a better place to be.

Quelle:  LaBelle, Waldeck, 2020, Strategic Communication for Organizations, S.76
Esch, Tomczak, Kernstock, Langner, Redler (2014). Corporate Brand Management:, S.53



  1. Esch, F.-R. (2010). Strategie und Technik der Markenführung (6. Auflage). München: Franz Vahlen Verlag, S. 83(back)
  2. Esch, F.-R., & Ambrecht, W. (Hrsg.). (2009). Best Practice der Markenführung. Wiesbaden: Gabler | GVW Fachverlage GmbH, S. 222(back)
  3. Sonnenburg, S. (Hrsg.). (2009). Swarm Branding. Wiesbaden: VS Verlag für Sozialwissenschaften | GWV Fachverlage, S. 78(back)
  4. Kindervater, J., Heim, A., Dertinger, H., & v. Gwinner, L. (2009). Markenführung 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.(back)
  5. Kapferer, J.-N. (2012). The New Strategic Brand Management – Advanced insights and strategic thinking (5. Auflage). London: Kogan Page, S. 32(back)
  6. Wallace, L. (2004). Libraries, Mission, & Marketing. Chicago: American Library Association, S. 7(back)

Von Uli Drömann

Senior Strategy Consultant | Serviceplan Consulting Group