We conducted a number of brand awareness tracking surveys on behalf of a crown corporation. The primary objective of the surveys was to measure the public’s knowledge of one of the crown corporation’s major brand initiatives.
These tracking surveys were conducted via the telephone with a random selection of adult British Columbians. The survey instrument consisted of primarily closed ended questions, including top-of-mind unaided and aided awareness of the brand initiative, as well as related taglines and other impressions associated with the brand. The survey did also incorporate a couple of open-ended questions for more in-depth feedback.
The survey results revealed that British Columbians had a high level of awareness, including a relatively high top-of-mind awareness, of the brand initiative. In comparison, awareness of the tagline and other related services lagged lower, indicating areas that required improvement.