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Qui Tam
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USPS BAV Data | July 2015 | 1 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
July 2015
USPS: BAV Brand Attributes Historical Analysis
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 1 of 78
USPS BAV Data | July 2015 | 2 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
Contents
1. Brand Pillars 2. USPS Brand Attributes and Rank Data 3. BAV Rank Attributes – Individual Analysis
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 2 of 78
USPS BAV Data | July 2015 | 3 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
Brand Pillars
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 3 of 78
USPS BAV Data | July 2015 | 4 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
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
*Average of FedEx & UPS (data for DHL only available until 2010)
Brand Pillar USPS FedEx UPS Competition* USPS vs. Competition*
Relevance_R ±0 -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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 4 of 78
USPS BAV Data | July 2015 | 5 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
Brand Pillars
Change from 2012 (transgression) – 2014 Brand Stature: -‐0.98
USADA Report Published Term of Sponsorship
90
91
92
93
94
95
96
97
98
99
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Brand Stature
USPS
Competition
FedEx
UPS
Although brand stature fell after the USADA report, this fall
matches industry trends – USPS fall is about 0.1% more than
FedEx’s change and 0.4% more than UPS. Small increase in
brand stature during the sponsorship (note y axis starts at
the 90th percentile)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 5 of 78
USPS BAV Data | July 2015 | 6 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
20
40
60
80
100
120
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Brand Strength
USPS
Competition
FedEx
UPS
Brand Pillars
Change from 2012 (transgression) – 2014 Brand Strength: -‐4.30
Term of Sponsorship
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 6 of 78
USPS BAV Data | July 2015 | 7 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Energized Differentiation
USPS
Competition
FedEx
UPS
Brand Pillars
Change from 2012 (transgression) – 2014 Energized Differentiation: -‐18.35
Term of Sponsorship
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 7 of 78
USPS BAV Data | July 2015 | 8 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Esteem
USPS
Competition
FedEx
UPS
Brand Pillars
Change from 2012 (transgression) – 2014 Esteem: -‐1.50
Term of Sponsorship
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 8 of 78
USPS BAV Data | July 2015 | 9 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
Brand Pillars
Change from 2012 (transgression) – 2014 Relevance: ±0
USADA Report Published Term of Sponsorship
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Relevance
USPS
Competition
FedEx
UPS
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 9 of 78
USPS BAV Data | July 2015 | 10 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
Brand Pillars
Change from 2012 (transgression) – 2014 Knowledge: -‐0.23
USADA Report Published Term of Sponsorship
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Knowledge
USPS
Competition
FedEx
UPS
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 10 of 78
USPS BAV Data | July 2015 | 11 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USPS Brand Attributes and Rank Data
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 11 of 78
USPS BAV Data | July 2015 | 12 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USPS Brand Attributes
Source: USPS, Five Year Strategic Plan, FY 2001-2005
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 12 of 78
USPS BAV Data | July 2015 | 13 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
60
65
70
75
80
85
90
95
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Trustworthy_USPS
Traditional_USPS
Good_Value_USPS
Reliable_USPS
Helpful_USPS
USPS BAV Rank Data
Change from 2012 (transgression) – 2014 Trustworthy: -‐1.01 Traditional: -‐0.49 Good Value: -‐10.63 Reliable: -‐0.71 Helpful: -‐2.24 Overall: -‐3.02
Term of Sponsorship
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 13 of 78
USPS BAV Data | July 2015 | 14 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
90
91
92
93
94
95
96
97
98
99
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Trustworthy
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Single Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Trustworthy: USPS: -‐1.01 Competition: -‐0.99 FedEx: -‐1.02 UPS: -‐0.97
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 14 of 78
USPS BAV Data | July 2015 | 15 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Traditional
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Single Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Traditional: USPS: -‐0.49 Competition: -‐4.58 FedEx: -‐7.49 UPS: -‐1.67
Perceptions of USPS as Traditional have remained
much more robust than competition, in particular
FedEx.
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 15 of 78
USPS BAV Data | July 2015 | 16 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Good Value
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Single Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Good Value: USPS: -‐10.63 Competition: -‐9.82 FedEx: -‐12.57 UPS: -‐7.08
Though perceptions of USPS being good value have fallen since 2012, this is true of their competition, to almost exactly
the same magnitude
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 16 of 78
USPS BAV Data | July 2015 | 17 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
90
91
92
93
94
95
96
97
98
99
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Reliable
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Single Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Reliable: USPS: -‐0.71 Competition: -‐0.36 FedEx: -‐0.58 UPS: -‐0.13
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 17 of 78
USPS BAV Data | July 2015 | 18 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
80
82
84
86
88
90
92
94
96
98
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Helpful
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Single Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Helpful: USPS: -‐2.24 Competition: -‐3.76 FedEx: -‐4.60 UPS: -‐2.92
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)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 18 of 78
USPS BAV Data | July 2015 | 19 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USPS BAV Rank Data: Single Attribute Scores v Competition
Rank scores for USPS declined across board from 2012-2014… …But so did competitors’ scores over same period
*Average of FedEx & UPS (data for DHL only available until 2010)
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 19 of 78
USPS BAV Data | July 2015 | 20 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USPS BAV Rank Data: Combined Attribute Scores v Competition
Brand Attribute USPS defines this as…
We defined relevant BAV Attributes as…
Possible Additional BAV Attributes
Affordability_comb Affordability: Direct (postage) and indirect costs of doing business
Good_Value_R & Worth_More_R
Reliability_comb
Reliability: Service performance and Quality
High_Quality_R, High_Performance_R, Dynamic_R, Reliable_R, Cares_Customers_R, Obliging_R
Scope_comb Scope: Relevance of products and services to customer needs
Up_To_Date_R, Friendly_R, Helpful_R
Progressive_R, Simple_R
Tradition_comb Tradition: Familiarity, Awareness, Knowledge
Authentic_R, Original_R, Traditional_R
Straightforward_R
Trust_comb Trust: Image, Confidence, Security
Distinctive_R, Prestigious_R, Trusthworthy_R
Leader_R
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 20 of 78
USPS BAV Data | July 2015 | 21 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0 1997 1999 2001 2002 2003 2004 2005 2006
(faux) 2007 2008 2009 2010 2011 2012 2013 2014
TRUST COMB
TRADITION COMB
SCOPE COMB
RELIABILITY COMB
AFFORDABILITY COMB
USPS BAV Rank Data: Combined Attribute Scores v Competition
Change from 2012 (transgression) – 2014 Trust_comb: -‐9.36 Traditional_comb: -‐4.60 Affordability_comb: -‐10.42 Reliability_comb: -‐5.29 Scope_comb: -‐3.87 Overall: -‐6.71
USADA Report Published Term of Sponsorship
Note, during the sponsorship, the considerable increase in
perceptions of “trust” (25%) & “affordability” (18%), and, late in the sponsorship, an increase in
“reliability” (5%)
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 21 of 78
USPS BAV Data | July 2015 | 22 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Trust Comb
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Combined Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Trust Comb: USPS: -‐4.60 Competition: -‐12.15 FedEx: -‐15.77 UPS: -‐8.53
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 22 of 78
USPS BAV Data | July 2015 | 23 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Tradition Comb
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Combined Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Tradition Comb: USPS: +1.38 Competition: -‐2.36 FedEx: -‐2.75 UPS: -‐1.97
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 23 of 78
USPS BAV Data | July 2015 | 24 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
50
55
60
65
70
75
80
85
90
95
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Scope Comb
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Combined Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Scope Comb: USPS: -‐3.87 Competition: -‐5.66 FedEx: -‐6.62 UPS: -‐4.69
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.
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 24 of 78
USPS BAV Data | July 2015 | 25 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Reliability Comb
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Combined Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Reliability Comb: USPS: -‐5.30 Competition: -‐2.96 FedEx: -‐1.29 UPS: -‐4.63
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%
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 25 of 78
USPS BAV Data | July 2015 | 26 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USADA Report Published
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Affordability Comb
USPS
Competition
FedEx
UPS
USPS BAV Rank Data: Combined Attribute Scores v Competition
Term of Sponsorship
Change from 2012 (transgression) – 2014 Affordability Comb: USPS: -‐10.42 Competition: -‐8.49 FedEx: -‐11.31 UPS: -‐5.66
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 26 of 78
USPS BAV Data | July 2015 | 27 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
USPS BAV Rank Data: Combined Attribute Scores v Competition
Rank scores for USPS declined across board from 2012-2014… …But so did competitors’ scores over same period, some at considerably faster rates
*Average of FedEx & UPS (data for DHL only available until 2010)
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 27 of 78
USPS BAV Data | July 2015 | 28 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
BAV Rank Attributes – Individual Analysis
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 28 of 78
USPS BAV Data | July 2015 | 29 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 29 of 78
USPS BAV Data | July 2015 | 30 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
Stable Attributes: Summary
Pillar Change (2012-14) Simple_R -‐4.89225006
Dynamic_R -‐4.72348022
Kind_R -‐3.67204285
Different_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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 30 of 78
USPS BAV Data | July 2015 | 31 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
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
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 31 of 78
USPS BAV Data | July 2015 | 32 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Unapproachable_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐35.17
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 32 of 78
USPS BAV Data | July 2015 | 33 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Unique_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐32.82
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 33 of 78
USPS BAV Data | July 2015 | 34 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Charming_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐29.84
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 34 of 78
USPS BAV Data | July 2015 | 35 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Distinctive_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐19.84
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 35 of 78
USPS BAV Data | July 2015 | 36 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
High_Quality_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐19.84
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 36 of 78
USPS BAV Data | July 2015 | 37 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
High_Performance_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐10.93
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 37 of 78
USPS BAV Data | July 2015 | 38 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Good_Value_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐10.64
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 38 of 78
USPS BAV Data | July 2015 | 39 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Worth_More_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐10.21
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 39 of 78
USPS BAV Data | July 2015 | 40 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Authentic_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐8.29
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 40 of 78
USPS BAV Data | July 2015 | 41 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Visionary_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐7.94
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 41 of 78
USPS BAV Data | July 2015 | 42 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Prestigious_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐7.24
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 42 of 78
USPS BAV Data | July 2015 | 43 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Down_To_Earth_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐6.71
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 43 of 78
USPS BAV Data | July 2015 | 44 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Up_To_Date_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐6.43
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 44 of 78
USPS BAV Data | July 2015 | 45 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Progressive_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐5.85
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 45 of 78
USPS BAV Data | July 2015 | 46 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Fun_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐5.61
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 46 of 78
USPS BAV Data | July 2015 | 47 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Independent_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐5.41
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 47 of 78
USPS BAV Data | July 2015 | 48 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Original_R
Declining Attributes
Change from 2012 (transgression) – 2014 Overall: -‐5.03
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 48 of 78
USPS BAV Data | July 2015 | 49 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Simple_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐4.89
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 49 of 78
USPS BAV Data | July 2015 | 50 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Dynamic_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐4.72
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 50 of 78
USPS BAV Data | July 2015 | 51 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Kind_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐3.67
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 51 of 78
USPS BAV Data | July 2015 | 52 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Different_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐3.40
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 52 of 78
USPS BAV Data | July 2015 | 53 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Leader_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐3.10
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 53 of 78
USPS BAV Data | July 2015 | 54 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Friendly_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐2.93
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 54 of 78
USPS BAV Data | July 2015 | 55 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Energetic_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐2.73
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 55 of 78
USPS BAV Data | July 2015 | 56 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Helpful_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐2.24
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 56 of 78
USPS BAV Data | July 2015 | 57 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Best_Brand_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐1.50
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 57 of 78
USPS BAV Data | July 2015 | 58 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Innovative_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐1.40
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 58 of 78
USPS BAV Data | July 2015 | 59 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Trustworthy_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐1.01
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 59 of 78
USPS BAV Data | July 2015 | 60 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Straightforward_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐0.73
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 60 of 78
USPS BAV Data | July 2015 | 61 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Reliable_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐0.71
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 61 of 78
USPS BAV Data | July 2015 | 62 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Traditional_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐0.49
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 62 of 78
USPS BAV Data | July 2015 | 63 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Obliging_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐0.37
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 63 of 78
USPS BAV Data | July 2015 | 64 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Socially_Responsible_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: -‐0.12
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 64 of 78
USPS BAV Data | July 2015 | 65 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Healthy_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: +0.66
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 65 of 78
USPS BAV Data | July 2015 | 66 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Stylish_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: +1.65
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 66 of 78
USPS BAV Data | July 2015 | 67 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Arrogant_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: +2.02
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 67 of 78
USPS BAV Data | July 2015 | 68 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Restrained_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: +2.23
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 68 of 78
USPS BAV Data | July 2015 | 69 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Social_R
Stable Attributes
Change from 2012 (transgression) – 2014 Overall: +4.05
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 69 of 78
USPS BAV Data | July 2015 | 70 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Intelligent_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +5.60
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 70 of 78
USPS BAV Data | July 2015 | 71 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Trendy_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +5.96
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 71 of 78
USPS BAV Data | July 2015 | 72 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Rugged_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +6.33
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 72 of 78
USPS BAV Data | July 2015 | 73 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Daring_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +8.80
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 73 of 78
USPS BAV Data | July 2015 | 74 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Glamorous_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +17.58
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 74 of 78
USPS BAV Data | July 2015 | 75 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Gaining_in_Popularity_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +20.16
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 75 of 78
USPS BAV Data | July 2015 | 76 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Upper_Class_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +22.51
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 76 of 78
USPS BAV Data | July 2015 | 77 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Carefree_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +27.73
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 77 of 78
USPS BAV Data | July 2015 | 78 Vivaldi Partners GroupGroup
2,67” ins.
3,33” ins.
3,17” ins.
4,50” / 11.43 cm
0 174 239
241 108
0
26 26 26
0 0 0
26 155
50
255 255 255
92 211 255
110 15
140
86 227 112
193 63
234
102 102 102
255 166 94
R G B
4,50” / 11,43 cm
0
10
20
30
40
50
60
70
80
90
100
1997 1999 2001 2002 2003 2004 2005 2006 (faux)
2007 2008 2009 2010 2011 2012 2013 2014
Sensuous_R
Improving Attributes
Change from 2012 (transgression) – 2014 Overall: +40.43
USADA Report Published
Case 1:10-cv-00976-CRC Document 500-3 Filed 04/04/16 Page 78 of 78
