A presentation of PBMPresented by:-Shah Gunjan H. 09mba032
Questions??Q-1 Identify the product line and productcategory the brand belongs to?Q-2 Identify and elaborate the sources of itsbrand equity?Q-3 Assess its level of brand awareness ,branch strength and transferability anduniqueness of it associations?Q-4 Can this brand achieve resonance withthe customers why or why not?
About :- FedEx Corporation is a Delaware corporation, incorporated 1971 Founder of FedEx: Frederick W. Smith (chairman, president, & CEO) FedEx Corporation, originally known as FDX Corporation, is a logistics services company, based in the U.S with headquarters in Memphis The name "FedEx" is a abbreviation of the name of the companys original air division, Federal Express, which was used from 1973 until 2000.
Achievements Ranked 8th in world’s most admired co. in 2011 (source- company’s website)
Q- Identify the product line and productcategory the brand belongs to? Does not belong to any product category But surely has many product line under its brand name: FedEx express FedEx ground FedEx office FedEx Freight
Q- Identify and elaborate the sources of itsbrand equity? Brand Name - FedEx Corporation Moving on from better to best ad campaigns: “When it Absolutely, Positively has to be there overnight” – 1978–1983 “Our Most Important Package is Yours” – 1991–1994 “Absolutely, Positively Anytime” – 1995 “Don’t worry, there’s a FedEx for that,” 2002–2003 “Relax, it’s FedEx,” 2004–2008 "We Understand," 2009–present "The World On Time" 2009–present The name change changed its name from FDX Corp to FedEx Corp in 2001
The logo Its core competency Timely delivery Quick delivery Wide area coverage FedEx has earned a place in everyday vernacular. ‘FedEx it’ URL - www.fedex.com
Q- Assess its level of brand awareness, strength and uniqueness of it associations? Associations Strength Effective and fast Customs clearance. A fast and reliable International Express Shipping Service. When it comes to express delivery services, FedEx is amongst the most recognized names throughout the globe
Awareness Corporation has created an excellent awareness of the brand They started advertising on their vehicles massive ad campaigns for premium sports like football, basketball, Racing, golf, tennis. They have been one of the main sponsors in this. Has designed campaigns to show its key attributes in form of 1) humorous TV ADS 2) sketches(in next slide)
PRINT ADS …….
Q- Can this brand achieve resonance withthe customers why or why not? Yes, the brand has achieved resonance with customer Commitment to Delivery Trust & Loyalty Associations Resonance Responsibilities Judgments Feelings Salience Imagery Salience