Mission and Vision statements

The mission and vision statements are important for all brands.  Whether it is a small brand or a big brand each one has a mission and a vision. A mission is like the objective of the business. It is what mission the  business serves. Businesses do not exist without purpose. However, profits are not their sole purpose. They are also here for the betterment of the society and its service. The products or services they make also help people with so may things in life. Several of the big brands have quite elaborate mission statements like Pepsi or Coca Cola. 

A vision is associated with the brand's future. It spells out where the brand expects to be in the future. Having a vision statement helps brands know where they are and how they can reach the desired positions in future. The mission and vision statements generally talk of the products and services these brands produce as well as their customers, their employees and in many cases about their social responsibility too.

For example Pepsi's vision:

At PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society – delivering what we call Performance with Purpose.

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Wherever we do business, Performance with Purpose is our guide. We believe that delivering for our consumers and customers, protecting the environment, sourcing with integrity and investing in our employees are not simply good things to do, but that these actions fuel our returns and position PepsiCo for long-term, sustainable growth.

There are so many things included in this vision from employee empowerment to social responsibility as well as product quality and sustainability.