Background:
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.
Methodology:
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.
Outcomes:
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.