POST OFFICE ON TARGET TO BE TOP UK BRAND
New research has shown the Post Office brand to be among the most powerful
in the UK, rating 30 per cent higher on average than many high street brands
for being easy to deal with, helpful, knowledgeable and personal. The study,
by research experts Millward Brown, compared the brand with those of Marks and
Spencer, Shell, Tesco and British Gas. The difference was even more pronounced
against newer brands, also used in the research, such as Microsoft, Virgin and
Amazon.
Deborah Maxwell, Head of Marketing, said: “The Post Office is a powerful
brand and will continue to be so as part of The Post Office Group's portfolio
of brands after the Group changes its corporate name to Consignia on 26
March.''
Maxwell continued: “The survey findings indicate that many people trust
the Post Office and believe it makes a positive contribution to the community,
is easy to deal with, helpful and offers a more personal service than other
well-known and new brands.
“The Post Office brand represents more than high street Post Office
branches and can now be accessed online through its new-look website
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as offering another access point through which our customers can buy products
such as travel insurance and holiday money.
“The re-design of the Post Office website highlights our commitment to
making it easier for our customers to use the Post Office's services wherever
and whenever they choose.
“The Post Office plays an important role in everyday life, helping
customers with a wide range of services, including passport applications,
travel, bill payments and banking services.''
Maxwell plans to forge new associations for the brand with activity such
as the current sponsorship of the popular ITV travel show “Wish You Were Here'
'
and the partnering with the online company UKVillages Ltd which provides local
information for more than 26,200 communities across the UK, including details
of the location and services provided by Post Office branches.
“At the same time perceptions of the brand will also be improved as the
physical outlets for the brand, the high street Post Office branches, are
updated and new services are developed,'' said Maxwell.
NOTES TO EDITORS:
1. The research was carried out by Millward Brown, who polled 400
consumers, 100 nationally representative small to medium-sized enterprises
(SMEs) and 41 business partners of the Post Office. Questions covered
participants' awareness of large UK companies, comparative brand image, the
Post Office brand inventory, rating core brand and service values, awareness
and usage of Post Office communication channels, awareness and usage of Post
Office services, suitability of online services as well as the frequency and
nature of contact with the brand.
2. The change of The Post Office's corporate name to Consignia on 26 March
does not affect Royal Mail, Parcelforce Worldwide and Post Office branches.
3. `Wish You Were Here' is broadcast on ITV. The programme has been
running since 1973 and the 2001 series is its 28th. It has a reach of almost
40 per cent of the audience and regularly gains viewing figures of over 8
million people.
4. The Post Office has an agreement with UKVillages Ltd, an online service
which provides local information and news on more than 26,200 villages, towns
and cities across the UK. The Post Office's agreement means that all Post
Office branches can have their own page on the UKVillages website –
template to provide information about opening hours, Post Office products and
the subpostmasters' own retail services.
5. A copy of the Post Office brand logo and copies of the new
3-dimensional logo (to be used on advertising material only) are available
electronically from the press office, details below.
UNS
Contact: Post Office Network, Tel: 020 7250 2468 (24 hours)
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p> Ends SM
PA NEWS, 05th February 2001
