FedEx is a global logistics company that provides shipping and business services. It has strong brand equity from its recognizable name, long-running advertising campaigns focused on on-time delivery, and ability to ship packages worldwide quickly and reliably. FedEx has high brand awareness, with customers strongly associating it with fast, dependable shipping services. Its consistent messaging around priorities like customer service and timeliness help it achieve brand resonance with customers.

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