Brand communication of intangible elements delivery

Abstract

ABSTRACT Mission, vision, and purpose are the core intangible elements of a brand, and their delivery plays an important role in shaping a strong and competitive corporate image and reputation. However, how to successfully transmit these elements through written content and a commitment to company stakeholders has been unclear until now. From the perspective of brand image delivery and using a content analysis methodology, this study performs an initial inquiry. By comparing two subsamples on two types of enterprises in the direct selling industry in China and keyword counting in five dimensions, it is found that domestic-funded enterprises and foreign-funded enterprises differ not only in their marketing organization of these brand intangible elements but also in their orientation of transmission. Although the study revealed that these intangible elements are mainly aimed toward employees and recruits, the sharpness of the wording in the content and the degree of keyword focus are different. This paper’s objective was to find the difference in these areas. The findings also show that foreign-funded companies achieve high correlation between the keyword and sales rates as a whole compared with domestic-funded companies.