Download - FedEx Branding Presentation
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