Zusammenfassung
Seit der Kampagne „FedEx. Whatever it takes.“ gilt das Logistikunternehmen FedEx als Trendsetter in Sachen Werbung. Mit der Kampagne ist es FedEx gelungen, seine tendenziell „farblose“ Dienstleistung emotional aufzuladen und für den Kunden greifbar zu machen. Zudem konnte die Bekanntheit der Marke gesteigert werden. FedEx schaffte noch im Erscheinungsjahr der Kampagne erstmals den Sprung in das Interbrand-Ranking der einhundert wertvollsten Marken der Welt (vgl. Interbrand 2001).
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Henkel, S., Tomczak, T., Jenewein, W. (2012). Werbung als Verhaltensvorbild für Mitarbeiter. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler Verlag. https://doi.org/10.1007/978-3-8349-7134-0_23
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