1. A presentation of
PBM
Presented by:-
Shah Gunjan H.
09mba032

2. Questions??
Q-1 Identify the product line and product
category the brand belongs to?
Q-2 Identify and elaborate the sources of its
brand equity?
Q-3 Assess its level of brand awareness ,
branch strength and transferability and
uniqueness of it associations?
Q-4 Can this brand achieve resonance with
the customers why or why not?

3. 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
company's original air division, Federal Express, which
was used from 1973 until 2000.

4. Achievements
 Ranked 8th in world’s most admired co. in 2011 (source-
company’s website)


5. Q- Identify the product line and product
category 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

6. Q- Identify and elaborate the sources of its
brand 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

7.  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

8. 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

9.  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)

10. PRINT ADS …….

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13. Q- Can this brand achieve resonance with
the 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