The document discusses FedEx's brand positioning and strategy. It analyzes FedEx's business segments, competitors, strengths, marketing activities, brand value, growth, and recommendations. FedEx targets everyone who needs to ship anything worldwide. While UPS is its main competitor, FedEx differentiates itself with more planes and technology-focused services. The document recommends reinforcing FedEx's brand through social media campaigns, viral videos, and global sponsorships that highlight speed and reliability.

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

5. Brand Planning Assessment
The FedEx Position
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

6. Brand Planning Assessment
The FedEx Position
•Fast
•Forward Moving
•Precise

7. Brand Planning Assessment
Key Marketing Activities
•Alliances 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.”

8. Brand Valuation Assessment
Building Equity
Favorability & Awareness Through Six
Elements
•MEMORABLE
•MEANINGFUL
•LIKEABLE
•TRANSFERABLE
•ADAPTABLE
•PROTECTABLE

9. Brand Valuation Assessment
Assessing Brand Value
Financial Based Valuation
•Can the Brand Generate future cash flows?
•10K FILING – Goodwill and intangible assets - 3.1B
Brand Value Chain

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

12. Brand Growth Analysis
FedEx – One of the Worlds most respected
brands
1994 – Rebranding of Federal
Express
•Formalize the unofficial abbreviation
•International Comp. & distinguish Express
Services
1997 – 2000
•FedEx acquired a number of companies
•Transportation, Freighting, Customs
information, ect.
• Created a“branded house” under the FedEx
name

13. Brand Growth Analysis
FedEx – A Branded House
Solution:
•FedEx developed a brand architecture and naming
system that extended the FedEx brand without
compromising its integrity.
•The system uses a different color and descriptor to
distinguish each operating company.
•By retaining the well-known wordmark’s letterforms and
white space, each operation benefits from identification
as part of FedEx.
• Showcases the broad diversity of the product offering
while building the core brand.

15. Brand Growth Analysis
New Brand Architecture
•Made public with a large surge of advertising
•commercials
•visible changed appearance of the FedEx
delivery trucks.
FedEx Brand
•Easily recognizable and has become a strong
icon in business and everyday living

16. Brand Growth Analysis
FedEx acquires Kinko’s – 2004
•The two brands merged to create “FedEx Kinkos”
•leveraging the historical strength of both companies
together
Kinko’s brand = well known resource for everyday small
to medium size businesses.
FedEx Brand = global, full-service, leadership, customer
service, efficiency, reliability and innovation.
FedEx Office
•Kinko’s name lost some of its Brand Equity
•Became too generic
•FedEx Office’s name better describes the range of
services
•takes full advantage of the FedEx brand

17. Brand Growth Analysis
2008 – Global Growth
•“Behind the Scenes” - Global Advertising Campaign
•“Access, Success, and Growth” - key marketing
message behind the ads.
•Brazil, Canada, China, France, Germany, Hong Kong,
India, Italy, Japan, and many more.
•Objective is to show how FedEx helps customers
realize potential opportunities both in their local
communities and around the globe.
•FedEx has successfully established itself as a
household name in various markets throughout the
world.

18. Brand Recommendations
Social Marketing Campaigns

19. Brand Recommendations
Business Twitter Campaign
Register with Twitter to get discounts on services offered at FedEx
Office
deliver tips for small business owners
•Tax tips
• SBA Classes or Seminars
•Networking Opportunities
Personal Twitter Campaign
• Register to win tickets to FedEx sponsored sporting events
• Reminders about FedEx Sponsored sporting events
• Scores and Highlights of FedEx Sponsored events

20. Brand Recommendations
Marketing to help reinforce the brand
•Viral Video Ads that reinforce image of speed and agility
Ex. Orange Bowl Highlight with images of FedEx
•Development of a FedEx Application on people’s pages
Research and Development Efforts
•Corporate Page for people to join and provide feedback
and ideas for products or services to improve

21. Brand Recommendations
Marketing to help reinforce the brand
•Banners to help market services for professionals
and small business
Research and Development Efforts
•Host a group for small business owners to
share tips and needs
•Review the posting to determine potential
marketing opportunities

22. Brand Recommendations
Alliances: Google
•Google pushes and new products
•Google is a global powerhouse
on the internet
•Co-brand cloud computing and
information exchange services

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

24. Brand Recommendations
Reinforce the US Brand
Further develop correlations that reinforce
the speed and agility theme
•TV shows that reinforce importance
of timely and speedy delivery
•EX: “24”