UPS was established in 1907 as a courier service company in Atlanta, GA. Since then, the company has grown in both capital and revenue by simply emphasizing consumer perceptions of its products. Indeed, the strategy has paid off. It is not only a leading courier, but also the most established and esteemed outfit.
The company has been operational for more than a century and has had four logos. Its first logo which had a shield and an eagle with parcel on its talons was created in 1916 with the writings “SAFE, SWIFT, SURE” inclusive. In 1937, a second came as a new phrase reading “THE DELIVERY SYSTEM FOR STORES OF QUALITY.” A change was again effected in 1961 featuring a bow-tied parcel on top of its usual shield communicating the company’s mandate. As a trademark strategy, UPS was at again on March 25, 2003 unveiling a new logo that symbolized its expansion from package delivery Service Company into a broader supply-chain service company.
With prior knowledge that the company was facing stiff competition in the service industry, UPS was well in order to keep in touch with its growing customer base. The change of logos was a “consumer perception” marketing strategy to help it in its expansion prospects.
No comments:
Post a Comment