Dataset: Vision and Mission Statements Analysis of 100 Best Global Brands

This dataset contains an analysis of the vision and mission statements of 100 Best Global Brands of the year 2020 ranked by Interbrand. The vision and mission statements are analyzed for the desired characteristics and components by employing a content analysis technique. The observations are recorded as binary (1/0), where 1 shows the existence of desired variable in the vision and mission statement and 0 otherwise. The dataset includes a total of 41 variables and 4100 observations.

本数据集收录了针对由英特品牌（Interbrand）评选出的2020年度全球百强品牌的愿景与使命声明所开展的分析研究。本次分析采用内容分析法，对各品牌愿景与使命声明的预期特征与构成要素进行解析，分析结果以二元变量（1/0）进行记录：若愿景与使命声明中存在目标变量则记为1，反之则记为0。本数据集共包含41个变量与4100条观测样本。