Targeting Your Brand Promise
Let's go back to the business side for a moment. FedEx's competencies center on getting packages to their destinations reliably and within a guaranteed amount of time. It has set standards in every facet of its organization to help demonstrate that competence to its customers. Over time, as a result, its customers have seen it deliver in a highly memorable style. From this combination of competencies, standards, and style, FedEx has created and continues to reinforce a perception of its brand in the minds of its customers.
FedEx has many different kinds of customers. Some want overnight delivery. Some specify second-day, even third-day, service. Some use the service only sporadically. Some use it so much that they've ...
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