2. BRAND DEVELOPMENT
FEDERAL EXPRESS – DELIVERING THE GOODS.
TARGET AUDIENCE:
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
VISION AND MISSION:
“Compete Collectively, Manage
Collaboratively”
PRODUCT/SERVICE
Majorly involved in the services
related to shipment and distribution
PRODUCT/SERVICE CATEGORY:
3PL Industry: FedEx Express,
FedEx Ground, FedEx Freight,
FedEx Services
BRAND NAME:
(Corporate level branding)
COMPANY NAME:
FedEx Corporation
POSITIONING:
Core Values
Integrity,
Responsibility,
Innovation,
Community
3. COMMUNICATION & AWARENESS:
How FedEx has positioned itself to develop its brand over UPS (Universal Parcel Service):
What are the points of parity?
-Both companies ship packages
- Both online services allow you to track packages,
- 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
QUALITY & ASSOCIATION:
Building Equity of the brand:
FedEx gained Favorability & Association through Six Elements
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
BRAND PERSONALITY & BRAND LOYALTY:
Delight Your Audience, and They’ll Pay with Attention – FedEx Corporation is one of the most
valued brand because of its core values and positioning strategies which it has adopted. FedEx
enhanced and protected its brand from the competitors by delivering value up to a desired level to
its customers. They were the technology pioneers, they inserted their core competency in their
business to attain the sustainable competitive advantage and aggressively grown in the Industry to
whom it has generated.
