Amstrong Study

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 1 of 78
USPS: BAV Brand Attributes Historical Analysis
July 2015
Vivaldi Partners Group
USPS BAV Data | July 2015 |
Contents
1. Brand Pillars
2. USPS Brand Attributes and Rank Data
3. BAV Rank Attributes Individual Analysis
Brand Pillars
USPS BAV Rank Data vs. Competition

Brand Pillar scores for USPS declined across board from 2012-2014
But so did competitors scores over same period, on average by more
Brand Pillar
USPS
FedEx
UPS
Competition*
USPS vs.
Competition*
Relevance_R
-2.09
-0.92
-1.51
1.50
Esteem_R
-1.50
-0.93
-0.37
-0.65
-0.86
Knowledge_R
-0.23
-0.50
-2.15
-1.33
1.10
Overall
*Average of FedEx & UPS (data for DHL only available until 2010)
Brand Pillars
Brand Stature
100
99
98
97
96
Although brand stature fell after

the USADA report, this fall
matches industry trends USPS
fall is about 0.1% more than
FedExs change and 0.4% more
than UPS. Small increase in
brand stature during the
sponsorship (note y axis starts at
the 90th percentile)
95
94
93
92
91
USPS
Competition
FedEx
UPS
90
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)
Term of Sponsorship
USADA Report Published
Change from 2012 (transgression) 2014

Brand Stature:

-0.98
Brand Pillars
Brand Strength
120
100
80
Note robustness in 1999 when

others saw brand strength fall by
10%, followed by a 10% increase
during the rest of the sponsorship.
Also only increases 1999-2004,
less variability than others. Recent
fall in brand strength 1.3% than
competition, inc. just 0.8% higher
than UPS (note y axis starts at the
70th percentile)
60
40
20
0
1997
1999
USPS
Competition
FedEx
UPS
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)
Term of Sponsorship

Brand Strength:
-4.30
Brand Pillars
Energized Differentiation
100
Post-report has seen a fall in USPS

Energized Differentiation, but they
have had a number of these over the
last decade (including during the
original sponsorship)
90
80
70
60
50
40
30
USPS
Competition
20
FedEx
10
UPS
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)
Term of Sponsorship

Energized Differentiation: -18.35
Brand Pillars
Esteem
100
90
80
70
Small industry-wide falls in esteem

are matched by USPS, though they
fell by 0.6% more than Fedex and
1.2% more than UPS. 2% increase
during sponsorship. (note y axis
starts at the 90th percentile)
60
50
40
USPS
Competition
FedEx
UPS
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)
Term of Sponsorship

Esteem:

-1.50
Brand Pillars
Relevance
100
90
80
70
60
USPS has remained within 0.1% of

100% throughout the period
1997-2014, including after the
USADA report. This is despite their
competition falling in relevance by,
1-2% since 2012 (note y axis starts
at the 80th percentile)
50
40
30
20
USPS
Competition
FedEx
UPS
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)
Term of Sponsorship

Relevance:

0
Brand Pillars
Knowledge
100
90
80
70
60
USPS
Consistently the best-known of any

of its competitors, Knowledge of
USPS is considerably more robust
than FedEx & UPS, who have both
seen 2x and 10x, respectively, more
Knowledge drop-off in the last two
years (note y axis starts at the 80th
percentile)
50
40
30
20
10
Competition
FedEx
UPS
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)
Term of Sponsorship

Knowledge:

-0.23
10
USPS Brand Attributes and Rank Data
11
USPS Brand Attributes
Source: USPS, Five Year Strategic Plan, FY 2001-2005
12
USPS BAV Rank Data

100
95
90
85
80
Note the considerable increase in

good value perceptions during
the sponsorship an increase of
approx. 10% (nearly 15% increase
1997-2002) (note y axis starts at
the 60th percentile)
75
Trustworthy_USPS
Traditional_USPS
70
Good_Value_USPS
Reliable_USPS
65
Helpful_USPS
60
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Trustworthy:
-1.01
Traditional:
-0.49
Good Value:
-10.63
Reliable:
-0.71
Helpful:
-2.24
Overall:
-3.02
13
USPS BAV Rank Data: Single Attribute Scores v Competition

Trustworthy
100
99
98
97
No discernable difference between

USPS and competition since the
transgression; within 0.04 of both
FedEx and UPS for change since
then (note y axis starts at the 90th
percentile)
96
95
94
93
USPS
Competition
FedEx
UPS
92
91
90
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Trustworthy:

USPS:
-1.01
Competition:
-0.99
FedEx:
-1.02
UPS:

-0.97
14

Traditional
100
90
80
70
60
USPS
50
Competition
40
FedEx
Perceptions of USPS as
Traditional have remained
much more robust than
competition, in particular
FedEx.
30
20
10
UPS
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Traditional:

USPS:
-0.49
Competition:
-4.58
FedEx:
-7.49
UPS:

-1.67
15

Good Value
100
90
80
70
60
USPS
50
Competition
40
Though perceptions of USPS

being good value have fallen
since 2012, this is true of their
competition, to almost exactly
the same magnitude
30
20
10
FedEx
UPS
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Good Value:

USPS:
-10.63
Competition:
-9.82
FedEx:
-12.57
UPS:

-7.08
16

Reliable
100
99
98
Though USPS reliability has

fallen by marginally more than
competitors, this difference is
negligible: less than 0.6%
more than UPS, and just over
0.1% than FedEx (note y axis
starts at the 90th percentile)
97
96
95
94
93
USPS
Competition
FedEx
UPS
92
91
90
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Reliable:
USPS:
-0.71
Competition:
-0.36
FedEx:
-0.58
UPS:

-0.13
17

Helpful
100
98
96
94
92
90
USPS ranking as helpful has

fallen since the 2012 USADA
report, but less than
competitors rankings have. Big
decrease & rebound during the
sponsorship (note y axis starts
at the 80th percentile)
88
86
84
82
USPS
Competition
FedEx
UPS
80
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Helpful:
USPS:
-2.24
Competition:
-3.76
FedEx:
-4.60
UPS:

-2.92
18

Rank scores for USPS declined across board from 2012-2014
But so did competitors scores over same period
Brand Attribute
USPS
Competition*
+/-
Trustworthy
-1.01
-0.99
-0.02
Traditional
-0.49
-4.58
4.08
Good Value
-10.63
-9.82
-0.81
Reliable
-0.71
-0.36
-0.35
Helpful
-2.24
-3.76
1.52
Overall
-3.02
-3.90
0.88
19
USPS BAV Rank Data: Combined Attribute Scores v Competition

Brand Attribute
Affordability_comb
USPS defines this

as
Affordability: Direct
(postage) and indirect
costs of doing business
Reliability_comb
Scope_comb
Tradition_comb
Trust_comb
We defined relevant
BAV Attributes as
Possible Additional
BAV Attributes
Good_Value_R &
Worth_More_R
Reliability: Service
performance and Quality
High_Quality_R,
High_Performance_R,
Dynamic_R,
Reliable_R,
Cares_Customers_R,
Obliging_R
Scope: Relevance of
products and services to
customer needs
Up_To_Date_R,
Friendly_R,
Helpful_R
Progressive_R,
Simple_R
Tradition: Familiarity,
Awareness, Knowledge
Authentic_R,
Original_R,
Traditional_R
Straightforward_R
Trust: Image,
Confidence, Security
Distinctive_R,
Prestigious_R,
Trusthworthy_R
Leader_R
20
TRUST COMB
TRADITION COMB
Note, during the sponsorship, the

considerable increase in
perceptions of trust (25%) &
affordability (18%), and, late in
the sponsorship, an increase in
reliability (5%)
SCOPE COMB
RELIABILITY COMB
AFFORDABILITY COMB
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011
2012 2013 2014

Trust_comb:

-9.36
Traditional_comb:
-4.60
Affordability_comb:
-10.42
Reliability_comb:
-5.29
Scope_comb:

-3.87
Overall:

-6.71
21

Trust Comb
100
90
80
70
60
50
USPS
40
Competition
USPS are both more trusted and have seen a

smaller fall in trust than their competitors since
2012. This also increased considerably (+25%)
during the sponsorship, albeit in-line with
industry averages for the time
30
20
10
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
FedEx
UPS
2011 2012 2013 2014


Trust Comb:

USPS:
-4.60
Competition:
-12.15
FedEx:
-15.77
UPS:

-8.53
22

Tradition Comb
100
90
80
70
60
USPS
50
USPS have actually seen a small increase in

perceptions as Traditional since 2012, whereas
competition have seen decreases in this of
between 2-3%. They also did not suffer the big
drop in 2013, immediately after the report, that
competitors did
40
30
20
10
Competition
FedEx
UPS
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Tradition Comb:
USPS:
+1.38
Competition:
-2.36
FedEx:
-2.75
UPS:

-1.97
23

Scope Comb
100
95
90
85
80
75
70
65
USPS brand attribute Scope,

defined as relevance of products and
services to customers has decreased
since 2002, but between 50 and 100%
less than competition.
USPS
Competition
FedEx
60
UPS
55
50
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Scope Comb:

USPS:
-3.87
Competition:
-5.66
FedEx:
-6.62
UPS:

-4.69
24

Reliability Comb
100
90
80
70
60
50
40
30
USPS decrease in reliability is less

than 1% greater than UPS, and just
over 2% greater than the competition
average. In addition, during the
sponsorship it increased by 8%
USPS
Competition
FedEx
UPS
20
10
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Reliability Comb:
USPS:
-5.30
Competition:
-2.96
FedEx:
-1.29
UPS:

-4.63
25

Affordability Comb
100
90
80
70
60
50
40
30
USPS perceptions with regards to

affordability have fallen by 1% less
than FedEx, but 2% more than the
competition average. It increased by
more than 15% during the
sponsorship
USPS
Competition
FedEx
UPS
20
10
0
1997
1999
2001 2002 2003 2004

Term of Sponsorship
2005 2006 2007 2008 2009 2010

(faux)
2011 2012 2013 2014


Affordability Comb:

USPS:
-10.42
Competition:
-8.49
FedEx:
-11.31
UPS:

-5.66
26

Rank scores for USPS declined across board from 2012-2014
But so did competitors scores over same period, some at considerably faster rates
Brand Attribute
USPS
Competition*
+/-
Trust
-4.60
-12.15
7.55
Traditional
1.38
-2.36
3.74
Scope
-3.87
-5.66
1.79
Reliability
-5.29
-2.96
-2.34
Affordability
-10.42
-8.49
-1.93
Overall
-4.56
6.32
0.88
27
BAV Rank Attributes Individual Analysis
28
Declining Attributes: Summary
Pillar
Change (2012-14)
Unapproachable_R
-35.16839599
Unique_R
-32.82322979
Charming_R
-29.83694077
DisCncCve_R
-19.83532714
High_Quality_R
-14.66962052
High_Performance_R
-10.93021393
Good_Value_R
-10.63478089
Worth_More_R
-10.20861817
AuthenCc_R
-8.29084778
Visionary_R
-7.94094086
PresCgious_R
-7.23611068
Down_To_Earth_R
-6.70778656
Up_To_Date_R
-6.43452453
Progressive_R
-5.84988403
Fun_R
-5.60921097
Independent_R
-5.4063797
Original_R
-5.02601623
29
Stable Attributes: Summary
Pillar
Change (2012-14)
Simple_R
-4.89225006
Dynamic_R
-4.72348022
Kind_R
-3.67204285
Dierent_R
-3.40127945
Leader_R
-3.10263825
Friendly_R
-2.92632294
EnergeCc_R
-2.73022461
Helpful_R
-2.24281311
Best_Brand_R
-1.50268555
InnovaCve_R
-1.40293884
Trustworthy_R
-1.01098633
Straigh\orward_R
-0.73126221
Reliable_R
-0.70584869
TradiConal_R
-0.49468995
Cares_Customers_R
-0.3938446
Obliging_R
-0.37248993
Socially_Responsible_R
-0.12019348
Healthy_R
+0.65834045
Stylish_R
+1.64837837
Arrogant_R
+2.02196503
Restrained_R
+2.22835541
Social_R
+4.04994965
30
Increasing Attributes: Summary
Pillar
Change (2012-14)
Intelligent_R
+5.59615326
Trendy_R
+5.95560932
Rugged_R
+6.32593536
Daring_R
+8.79903031
Glamorous_R
+17.57522965
Gaining_in_Popularity_R
+20.15796089
Upper_Class_R
+22.50993729
Carefree_R
+27.72686958
Sensuous_R
+40.43301058
31
Declining Attributes
Unapproachable_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-35.17
32
Unique_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-32.82
33
Charming_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-29.84
34
Distinctive_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-19.84
35
High_Quality_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-19.84
36
High_Performance_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-10.93
37
Good_Value_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-10.64
38
Worth_More_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-10.21
39
Authentic_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-8.29
40
Visionary_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-7.94
41
Prestigious_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-7.24
42
Down_To_Earth_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-6.71
43
Up_To_Date_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-6.43
44
Progressive_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-5.85
45
Fun_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-5.61
46
Independent_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-5.41
47
Original_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-5.03
48
Stable Attributes
Simple_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-4.89
49
Stable Attributes
Dynamic_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-4.72
50
Stable Attributes
Kind_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-3.67
51
Stable Attributes
Different_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-3.40
52
Stable Attributes
Leader_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-3.10
53
Stable Attributes
Friendly_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-2.93
54
Stable Attributes
Energetic_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-2.73
55
Stable Attributes
Helpful_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-2.24
56
Stable Attributes
Best_Brand_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-1.50
57
Stable Attributes
Innovative_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-1.40
58
Stable Attributes
Trustworthy_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-1.01
59
Stable Attributes
Straightforward_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-0.73
60
Stable Attributes
Reliable_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-0.71
61
Stable Attributes
Traditional_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-0.49
62
Stable Attributes
Obliging_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-0.37
63
Stable Attributes
Socially_Responsible_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
-0.12
64
Stable Attributes
Healthy_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+0.66
65
Stable Attributes
Stylish_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+1.65
66
Stable Attributes
Arrogant_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+2.02
67
Stable Attributes
Restrained_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+2.23
68
Stable Attributes
Social_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+4.05
69
Improving Attributes
Intelligent_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+5.60
70
Trendy_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+5.96
71
Rugged_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+6.33
72
Daring_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+8.80
73
Glamorous_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+17.58
74
Gaining_in_Popularity_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+20.16
75
Upper_Class_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+22.51
76
Carefree_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+27.73
77
Sensuous_R
100
90
80
70
60
50
40
30
20
10
0
1997
1999
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
(faux)

Overall:
+40.43
78

Amstrong Study

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Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 1 of 78

USPS: BAV Brand Attributes Historical Analysis

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 2 of 78

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 3 of 78

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 4 of 78

USPS BAV Rank Data vs. Competition

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 5 of 78

Although brand stature fell after

USADA Report Published

Change from 2012 (transgression) 2014

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 6 of 78

Note robustness in 1999 when

USADA Report Published

Change from 2012 (transgression) 2014

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 7 of 78

Post-report has seen a fall in USPS

USADA Report Published

Change from 2012 (transgression) 2014

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 8 of 78

Small industry-wide falls in esteem

USADA Report Published

Change from 2012 (transgression) 2014

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 9 of 78

USPS has remained within 0.1% of

USADA Report Published

Change from 2012 (transgression) 2014

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 10 of 78

Consistently the best-known of any

USADA Report Published

Change from 2012 (transgression) 2014

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 11 of 78

USPS Brand Attributes and Rank Data

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 12 of 78

USPS Brand Attributes

Source: USPS, Five Year Strategic Plan, FY 2001-2005

Vivaldi Partners Group

USPS BAV Data | July 2015 |

Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 13 of 78

USPS BAV Rank Data

Note the considerable increase in

2001 2002 2003 2004

2005 2006 2007 2008 2009 2010

2011 2012 2013 2014