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Tham khảo tài liệu 'brand management waldemar pfoertsch_9', kinh doanh - tiếp thị, pr-truyền thông phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | FedEx 213 Communicating the Brand FedEx regards its own operations as one of the best channels of communications they have. The close integration of their information systems and transportation systems with those of their customers makes it even more difficult to switch to alternative market offerings. One of the first things they see on the screen when they turn on their PC is FedEx.12 While most brands focus either on businesses or on consumers FedEx keeps them both on its radar screen. The primary target is the B2B world but in order to ensure that its ubiquitous brands maintain its leadership status they also build its master brand inside the B2C universe. All communications contribute to developing the FedEx brand image and reputation. Advertising direct mail sponsorships corporate identity sales force couriers and information systems are used. Maintaining its reputation and its brand image is a top priorityconcern since it is one of the most valuable things the company has. As CEO Frederick W. Smith regards guarding and championing the brand as an important part of his job.13 Major branding decisions are usually made by him the Vice President of Marketing and the Director of Global Brand Management. Market research is used to validate and provide guidance for execution.14 Over the years FedEx had several taglines America you ve got a new airline Absolutely Positively Don t worry. There s a FedEx for that Our office is your office and Relax it s FedEx. The last one was so successful that they launched a new advertising campaign in 2005 still using this previous tagline. Communication elements comprise TV print radio and online ads. The campaign is targeted at small businesses and delivers the central message that the portfolio of FedEx services will help them to meet their needs. The launch campaign for the FedEx Kinko s Office and Print Centers in July 2004 incorporated TV spots print radio direct mail and online elements around the slogan Our office is your