FDX Corp. said it will adopt the FedEx name for itself and all subsidiaries under a rebranding strategy. Parent FDX Corp. will be renamed FedEx Corp. and all global units will adopt the FedEx name and logo. Changes include Federal Express becoming FedEx Express, and RPS, specializing in small-package ground delivery, becoming FedEx Ground. In an effort to provide low-cost business-to-consumer delivery, the company also will launch in March its newest arm, FedEx Home Delivery. In addition to implementing a single branding system, the company aims to further its collective focus with a toll-free number and Web site designed to provide consumers with a single point of access for customer service, claims and trace functions. A FedEx spokeswoman declined to comment on advertising plans related to the rebranding program. BBDO
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Copyright January 2000, Crain Communications Inc.