Abdul Rehman Safdar MB-12-39 BRAND HEXAGON FedEx Corporation

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Abdul Rehman Safdar

MB-12-39

BRAND HEXAGON FedEx Corporation

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

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.

BRAND VALUE CHAIN OF FEDEX CORPORATION:

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