The document outlines FedEx's corporate branding strategy and highlights its business segments, including FedEx Express, Ground, Freight, and Services. It details key marketing activities, competitive positioning against UPS, brand growth through acquisitions, and initiatives for building brand equity and recognition globally. Additionally, it includes recommendations for marketing campaigns and partnerships aimed at reinforcing FedEx's brand image and expanding market reach.

1. Ad Clip

2. Introduction Business SegmentsFedEx ExpressFedEx GroundFedEx FreightFedEx ServicesCorporate Strategy“Compete Collectively, Manage Collaboratively”

3. Brand Planning AssessmentThe FedEx PositionWho 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 AssessmentThe FedEx PositionWho are the main competitors?UPS

5. Brand Planning AssessmentThe FedEx PositionWhat are the points of parity?-Both companies ship packagesBoth online services allow you to track packages,

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

7. Brand Planning AssessmentThe FedEx PositionFast

8. Forward Moving

9. PreciseBrand Planning AssessmentKey Marketing ActivitiesAlliances with NFL, NBA, FedEx cup, FedEx racing, the FedEx orange bowl, and the FedEx field Senior Vice President of International Marketing, Rajesh Subramaniam, said, “FedEx sponsors and associates with several sports that share its attributes of speed, reliability, precision, teamwork and flawless execution.”

10. Brand Valuation Assessment Building EquityFavorability & Awareness Through Six ElementsMEMORABLE

11. MEANINGFUL

12. LIKEABLE

13. TRANSFERABLE

14. ADAPTABLE

15. PROTECTABLEBrand Valuation Assessment Assessing Brand ValueFinancial Based ValuationCan the Brand Generate future cash flows?

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

18. Brand Valuation Assessment Quantitative ResearchTracking StudiesRecall & Recognition StudiesBrand Response StudiesBrand Relationship StudiesQualitative StudiesAssociation StudiesComparison StudiesExperiential Research

19. Brand Growth AnalysisFedEx – One of the Worlds most respected brands1994 – Rebranding of Federal ExpressFormalize the unofficial abbreviation

20. International Comp. & distinguish Express Services 1997 – 2000FedEx acquired a number of companies

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.

23. Brand Growth AnalysisFedEx – A Branded HouseSolution:FedEx developed a brand architecture and naming system that extended the FedEx brand without compromising its integrity.

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.