FedEx (NYSE: FDX), the delivery company that competes with United Parcel Service (NYSE: UPS), issued its Q4 earnings report on Wednesday. At first glance, it's scary. On a GAAP basis, FedEx said it lost $2.82 per diluted share during the quarter. You say to yourself, "Man, has the recession gotten worse!" Then you take a breath and see that the loss is sourced back to goodwill charges related to the Kinko's and Watkins Motor Lines transactions. Therefore, adjusting for those elements, FedEx earned $0.64 per diluted share.

You feel a little better as a shareholder when you realize the loss has some accounting context surrounding it. The bad feelings return, however, just like a package that you forgot to put postage on, when you check the results achieved in the year-ago period. You find out that FedEx earned $1.45 per diluted share at that time. Is there any saving grace now?

This post is part of AOL Money & Finance's Best & Worst in Money 2008 feature.

There have always been brand decisions that seem to come out of left field. Some make you wonder what they were thinking, while others make you wonder what took so long. The year 2008 was no exception.

It came as something of a surprise when in June Exxon Mobil Corp. (NYSE: XOM) announced that it would sell off many of its retail gasoline stations to local owners. While Exxon continued to post record quarterly earnings, and fuel prices spiked to all-time highs earlier this year, gasoline retailers in fact have faced razor-thin margins and fierce competition. It would take a significant boost in prices to make gas stations profitable, a notion that didn't seem to worthwhile back in June. Wonder what they think of that decision now that gasoline prices have fallen to a multiyear low?

I recall when Kinko's, the photocopying and faxing service provider with the catchy name, seemed to explode out of nowhere. And it seemed a little sad when FedEx Corp. (NYSE: FDX) gobbled up the successful upstart. But it was probably inevitable that the Kinko's name would be phazed out. It took quite a while, but FedEx finally announced eariler this year that it would just that. The newly christened FedEx Office (not so catchy, is it?) wants to shed itself of the image of a photocopying and faxing place to that of a back-office services provider for small to mid sized businesses. But will that turn out to be worth the $891 million they estimate the name change would cost? Time will tell.

Recently, FedEx Corporation (NYSE: FDX) ditched the Kinko's brand name for its stores -- and took a $891 million charge against earnings. Instead, the new name will be FedEx Office.

While the Kinko's brand was powerful, it was not enough for the broad services offered by FedEx. What's more, I'm sure FedEx spent millions on coming up with its new branding strategy.

It's a good lesson -- and something to consider for your own business. In other words, does your logo help or perhaps hurt your efforts?

News that FedEx (NYSE: FDX) is taking a huge charge of $891 million to drop the name Kinko's marks both the end of an era, as well as a huge waste of money that will impact shareholders.

According to the story in MarketWatch: "The company called it a "strategic decision" to strike Kinko's from the retail chain's name, and the charge is broken down into a $515 million charge for the use of the trade name, $367 million in goodwill and $9 million in other expenses."

A $515 million charge for use of the trade name? You've got to be kidding. The new name is going to be FedEx Office. That's pretty catchy, huh? I am going to run over there right now to make a photocopy, because it is such great branding. Not.

The company says that Kinko's was primarily a photocopying and faxing service while FedEx office is an entire back-office for small and mid-sized businesses. Unfortunately, with the halting of new store openings and layoffs, it appears that small and mid-sized businesses don't need to outsource their whole back-office to FedEx.

Bye bye Kinko's, it was fun while it lasted.

Aaron Katsman is the lead Portfolio Manager and Managing Director of America Israel Investment Associates, LLC. and Senior Editor of IsraelNewsletter.com. DISCLOSURE: Writer's fund has has no position in any stock mentioned, as of 6/3/08