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DHL was the first to bring air express to the Eastern Bloc countries in 1983 and the People’s Republic of China in 1986. In 2003, DHL acquired Airborne, another air delivery service. Now, with the deep pockets of its parent company, Deutsche Post World Net (Germany’s private postal service), DHL is fast becoming a formidable competitor.
So how do these brands compete on the global marketing stage? Federal Express, officially re-branded FedEx, has adopted a naming strategy, complete with color coding that distinctly segments its services. While “Fed” always appears in corporate purple, “Ex” changes colors based on the service; for example, in “FedEx Express,” the company’s core overnight delivery service, “Ex” and “Express” are orange, while in “FedEx Ground,” the service that most directly competes with UPS, “Ex” and “Ground” are green...
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