Klippte från en PDF hittade (http://www.emmys.org/downloads/images/brandplatform.pdf du hittar säkert annat bra och matnyttigt där):
Mission:
This is a clear, ambitious and achievable business goal that drives an organizations day-to-day operation. It is a benchmark for all management and employee decisions.
Pepsi: "Beat Coke."
Starbucks: "To be the most recognized brand in the world in 25 years"
Vision:
Description: This is brands reason for being. It is a broad and emotional goal that an organization is always aspiring to.
Example
Disney To create happiness."
Ordningen på dessa två verkar variera. Några fler exempel hittar du i: http://www.brandslaw.com/documents/infocentre/Build_brand.pdf