USPS Brand Equity Recontact Study Methodology

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USPS Brand Equity Re-contact StudyMethodology

• August 2001
• Consumer Brand Equity Survey
• 1,000 Randomly Selected Households
• December 2001
• Re-contacted 500 Respondents from August
• Plus 500 New Households Randomly Selected
• Consumer Brand Equity Survey and
  additional questions

Source Arthur Andersen
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Top Four Building Blocks of Trust

• Quality - 25
• Brand Reputation - 15
• Price/Value - 12
• Reliability - 10

Source Wirthlin Worldwide National Quorum
Survey - May 2001
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USPS Brand Equity Re-contact StudyTrust
Components
Mean Score on a 1-5 Scale, with 1Poor and
5Excellent
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USPS Brand Equity Re-contact StudySafety

• Top 3 Box (3, 4 or
  5)Feelings about sending/receivingmail prior
  to terrorism 98Feelings about
  sending/receivingmail immediately following
  terrorism 82 Safety of letter mail
  today 96Safety of packages today 96

Ratings on a 1-5 Scale, with 1Not at All Safe
and 5Completely Safe
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USPS Brand Equity Re-contact StudyMail Usage

• Change Way Open/Receive Mail? 33 YesOf
  These 67 Examine mail for unknown return
  addresses 7 Wash hands after opening mail
  5 Throw out mail 1 Open mail outside
  1 Use protective gloves

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USPS Brand Equity Re-contact StudyMail Usage
Has your use of the mail increased, decreased, or
remained the same following the recent acts of
bioterrorism?
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USPS Brand Equity Re-contact StudyConfidence in
USPS
How has your image of Postal Service management
and workers changed?
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USPS Brand Equity Re-contact StudyConfidence in
USPS

• Top 3 Box (3, 4 or
  5)USPS is doing everything within reason to
  protect against future terrorism 96USPS
  is doing everything withinreason to maintain my
  trust 95
• Overall USPS handling of the
• bio-terrorist situation 97

Ratings on a 1-5 Scale, with 1Not at All
Confident and 5Completely Confident or 1Poor
and 5Excellent
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USPS Brand Equity Re-contact StudyImplications

• Your mail remains welcome
• in the homes of the
• American people.

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