Abstract

UPS undertook a detailed study of what its brand attributes were before going in for a unified brand strategy across its various businesses. Though UPS had a number of service offerings in the area of supply chain solutions and consulting, customers were not aware of the services offered by UPS. The caselet deals with how UPS tried to communicate its offerings to the potential customer. It describes the ways in which UPS fine-tuned its promotional campaigns to meet the needs of its various target segments.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The role of branding in conveying the capabilities of an organization
• Research methods used by an organization to assess its brand attributes
• and How organizations try to match the strength of their product and service offerings with the brand perception.

Keywords

UPS, Package Delivery Company, Forbes 25 Most Valuable Corporate Brands, FutureBrand, Focus groups, In-depth interviews, What can brown do for you?, NFO WorldGroup, Re-branding exercise and Synchronized commerce