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.”
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
22. Created a“branded house” under the FedEx nameObjective: To be credibly perceived as a diversified transportation services provider with global reach.
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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.
46. Brand Recommendations Reinforce the Global Brand Reinforce sponsorship program with internationally relevant events Ex: India’s ICL League Ex. Olympic 100 meter dash