Nguyen Trung Duc

Le Thi Phuong Nhi

1.1. FedEx OverviewFedEx Overview

2.2. Brand IdentityBrand Identity

2.1. Logo2.1. Logo

2.2. Slogan2.2. Slogan

3. Brand Personality3. Brand Personality

4. Brand Essence4. Brand Essence

4.1. Brand Characters4.1. Brand Characters

4.2. Brand Position4.2. Brand Position

4.3. Brand Relationship4.3. Brand Relationship

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1. Overview1. Overview

Founded in 1971

Headquarters in Memphis, Tennessee, United States

Industry: Air Courier

Employees: 275,000 (2006)

Assets: More than 700 planes and 60,000 vans, trucks of all kinds

Subsidiaries:

2.2. BrandBrand IdentityIdentity2.1. Logo2.1. Logo

2. Brand2. Brand IdentityIdentity2.1. Logo2.1. Logo

““Can do” spiritCan do” spirit

Time-definite global Time-definite global express shipping express shipping

serviceservice

Day-definite Day-definite ground ground

shipping shipping serviceservice Retail business service centers

Truck loadTruck load

Customs, Insurance, Transportation services

Logistic serviceLogistic service

Urgent, valuable, or hazardous

delivering service

2. Brand2. Brand IdentityIdentity2.1. Slogan2.1. Slogan

““The World On time”The World On time”

2.2. Brand Brand IdentityIdentity2.2. Slogan2.2. Slogan

When it absolutely, positively When it absolutely, positively has to be there overnight.has to be there overnight.

Relax. It’s FedEx!Relax. It’s FedEx!

If you are not using FedEx, If you are not using FedEx, you are running out of excuses.you are running out of excuses.

3. Brand3. Brand PersonalityPersonality

• Helpful• Friendly• Fun• Innovative• Imaginative• Reliable• Hard-working• Professional• Competent• Leader

4. Brand Essence4. Brand Essence4.1. Character4.1. Character

Ethical Ethical and and

ProfessionalProfessional

4. Brand4. Brand EssenceEssence4.2.Brand Position4.2.Brand Position

The most reliable and The most reliable and dependable overnight dependable overnight delivery service for all delivery service for all sizes of businesses sizes of businesses across the United across the United States and globally.States and globally.

4. Brand4. Brand EssenceEssence4.3. Brand Relationship4.3. Brand Relationship

CommunityCommunity

Military Military SupportSupport

Pedestrians and Pedestrians and Child SafetyChild Safety

VolunteersVolunteers

Animal WildlifeAnimal Wildlife

EducationEducation

Strong, Winning Strong, Winning CultureCulture

Best Place to Best Place to WorkWork

Emergency & Emergency & Disaster ReliefDisaster Relief

ConclusionConclusion