Nguyen Trung Duc Le Thi Phuong Nhi

1. FedEx Overview 2. Brand Identity 2.1. Logo 2.2. Slogan 3. Brand Personality 4. Brand Essence 4.1. Brand Characters 4.2. Brand Position 4.3. Brand Relationship

C O N T

E
N T

1. 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. Brand Identity
2.1. Logo

Time-definite global express shipping service

2. Brand Identity
2.1. Logo
Customs, Insurance, Transportation services
Urgent, valuable, or hazardous delivering service

Truck load

Can do spirit

Logistic service

Day-definite ground shipping service

Retail business service centers

2. Brand Identity
2.1. Slogan

The World On time

2. Brand Identity
2.2. Slogan
When it absolutely, positively has to be there overnight. Relax. Its FedEx! If you are not using FedEx, you are running out of excuses.

3. Brand Personality
Helpful Friendly Fun Innovative Imaginative Reliable Hard-working Professional Competent Leader

4. Brand Essence
4.1. Character

Ethical and Professional

4. Brand Essence
4.2.Brand Position
The most reliable and dependable overnight delivery service for all sizes of businesses across the United States and globally.

4. Brand Essence
4.3. Brand Relationship

Education

Volunteers Pedestrians and Child Safety

Best Place to Work

Community
Strong, Winning Culture Animal Wildlife Military Support Emergency & Disaster Relief

Conclusion