Using the criteria in Chapter $2($Table $2\mathrm{.}2$ on page $25$ in the $23$rd edition$),$ critique the following vision statements listing effective elements and shortcomings. Rank the statements form best to worst once you complete your evaluations. $($Show your work.$)$

American Express: We work hard every day to make American Express the world's most respected service brand.

Hilton Hotels Corporation: Our vision is to be the first choice of world travelers. Hilton intends to build on the rich heritage and strength of our brands by:

Consistently delighting our customers

Investing in our team members

Delivering innovative products and services

Increasing shareholder value

Creating a culture of pride

Strengthening the Loyalty of our constituents.

Mastercard: A world beyond cash.

BASF: We are "The Chemical Company" successfully operating in all major markets.

Our customers view BASF as their partner of choice.

Our innovative products, intelligent solutions and services make us the most competent worldwide supplier in the chemical industry.

We generate high return on assets.

We strive for sustainable development.

We welcome change as an opportunity