FedEx - Go Air. Go Ground. Go Football

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx.

FedEx – “Go Air. Go Ground. Go Football”

BRAND BACKGROUND

The express transportation category has grown significantly since FedEx founded the industry in 1971. In today's economy, express transportation companies compete on an international scale as the category now includes supply chain management, freight, global logistics management and ground shipping.

The two dominant competitors in the category are FedEx and UPS. While FedEx is the market leader in overnight express shipments, UPS is the category leader in terms of share, largely because of its dominant share of ground shipments. As a result of their larger revenue base, UPS is able...

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