The Brand of Fed Ex. How they have positioned themselves to stand out among the rest. Marie Flanigan

1. Ad Clip

2. Introduction Business Segments FedEx Express FedEx Ground FedEx Freight FedEx Services Corporate Strategy “Compete Collectively, Manage Collaboratively”

3. Brand Planning Assessment The FedEx Position Who is the target market? “anyone who needs to send something anywhere in the world. Whether it’s the one and only package you'll ever ship in your life or you have 1000 packages to ship every day.”

4. Brand Planning Assessment The FedEx Position Who are the main competitors? UPS

6. order supplies and pay bills.What are the points of difference? -FedEx has 3 times as many planes -Print and ship from anywhere services -FedEx has been known to update technology more frequently than UPS

8. Forward Moving

11. MEANINGFUL

12. LIKEABLE

13. TRANSFERABLE

14. ADAPTABLE

16. 10K FILING – Goodwill and intangible assets - 3.1BBrand Value Chain

18. Brand Valuation Assessment Quantitative Research Tracking Studies Recall & Recognition Studies Brand Response Studies Brand Relationship Studies Qualitative Studies Association Studies Comparison Studies Experiential Research

21. Transportation, Freighting, Customs information, ect.

22. Created a“branded house” under the FedEx nameObjective: To be credibly perceived as a diversified transportation services provider with global reach.

24. The system uses a different color and descriptor to distinguish each operating company.

25. By retaining the well-known wordmark’s letterforms and white space, each operation benefits from identification as part of FedEx.

28. commercials

31. Became too generic

32. FedEx Office’s name better describes the range of services

34. “Access, Success, and Growth” - key marketing message behind the ads.

35. Brazil, Canada, China, France, Germany, Hong Kong, India, Italy, Japan, and many more.

36. Objective is to show how FedEx helps customers realize potential opportunities both in their local communities and around the globe.

39. SBA Classes or Seminars

41. Reminders about FedEx Sponsored sporting events

46. Brand Recommendations Reinforce the Global Brand Reinforce sponsorship program with internationally relevant events Ex: India’s ICL League Ex. Olympic 100 meter dash