Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

FedEx Corporation

                The FedEx corporation is a global logistics services company specialising in transportation services, e-commerce and business services. The company is headquartered in Memphis, Tennessee.
                The company’s brand  value fell in 2011 from $10.5 billion to just under $10 billion reflecting declines in its forecast revenues. Given its global reach and the wide range of services FedEx offers it is natural that recent downturns in the outlook for the global economy should have a knock on effect on the company’s prospects despite it reporting positive recent financial results.
                 At the turn of the millennium the company altered its structure to form a ‘branded house’ with a new logo design. It began branding its various businesses under the FedEx name in order to be perceived as a diversified company with global reach. Each business began using the FedEx logo with a different colour scheme and descriptor, this was to help emphasise the wide range of services FedEx offered whilst attempting to build a core brand.

Rebranding Kinko’s

In 2004 FedEx acquired the office services company Kinko’s. Initially it branded this segment ‘FedEx Kinko’s’, however, by 2008 that brand was perceived as too generic and failing to contribute to the overall FedEx brand. The segment is currently in the process of being rebranded as ‘FedEx Office’ in order to emphasise the services on offer.  However, the rebranding has cost the company over $891 million so far and it is still in progress.

High Profile Advertising

The company regularly employs prominent advertising campaigns in order to promote brand awareness. FedEx’s most recent campaign is entitled ‘Solutions That Matter’ and accompanies a new section on its website. The commercials attempt to emphasise the wide range of solutions that FedEx offers whilst also illustrating how fundamental they can be to everyday life.

High Tech

FedEx has developed a reputation for updating its technology very regularly in order to remain efficient. The company has been very keen to employ social networking in order to propagate its brand and uses campaigns on Facebook, Twitter and Linkedin. FedEx offers site viewers business tips and opportunities to win tickets to company sponsored events. It also uses them to spread viral videos and advertisements and provide opportunities for clients to provide feedback. It also uses the sites as areas to promote its brand and as effective tools for market research.

Link with Google

FedEx has begun working with Google enabling customers to enhance their FedEx Office online and in store services by linking their FedEx needs to their Google Documents account. The initiative is called ‘Cloud Printing’ and enables users to employ FedEx Office services for all documents held on their Google accounts. The scheme is part of FedEx’s attempt to position its brand as a high tech and dynamic one which seeks new ways to become more efficient.

Targeted Sponsorship

FedEx also targets its sponsorships where it believes it will enhance its global brand and its brand’s perceived attributes. For example it sponsors many high-pace, technical sporting championships such as the NBA, NFL and NASCAR and carefully employs product placement. For example in the hit show 24, government agencies which are fighting criminals employ FedEx services to ensure fast and reliable operations.

Sustainability

The company has also gone to lengths to make its brand one which is associated with environmental and social responsibility. FedEx regularly emphasises its commitments to employing greener technologies such as more fuel efficient vehicles to use in its fleets and  alternative energy sources for its operations including large scale wind and solar power sources.

 

 

League tables

FedEx appears in the following brand league tables:

Rank 83 in the Global 500 2012.
Rank 81 in the Global 500 2011.
Rank 81 in the Global 500 2011.
Rank 88 in the Global 500 2010.
Rank 98 in the Global 500 2009.
Rank 72 in the Global 500 2008.
Rank 73 in the Global 250 2007.