The Value of the U.S. Postal Service Brand

The U.S. Postal Service has a corporate brand. Its attributes include reliability, convenience, value, and tradition, among other things. Brand valuation is a management tool increasingly used by successful firms to get the most financial benefit from their brands. But unlike many other businesses and organizations, the Postal Service has never conducted a formal brand valuation, which involves measuring the brand like any other asset and monitoring it over time, using a consistent methodology. The OIG worked with Premier Quantitative Consulting (PQC), experts in brand valuation, to estimate the value of the Postal Service’s brand using an accepted methodology with conservative assumptions. This white paper details the extensive research and analysis as well as PQC’s methodology and model that produced an estimate of the Postal Service’s brand value at $3.6 billion.