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SAN DIEGAN BRAND EQUITY STUDY -- FOLLOW UP
TrainWeb.com/2000/brandname.html

Please take this opportunity to provide your feedback to Amtrak West regarding a new name for the San Diegan Service. Print out this form, fill it out, and mail it by July 1, 1998 to: Cyndi Darlington, Amtrak West Marketing, 530 Water St., 5th Floor, Oakland, CA 94607 or fax it to: (510)433-5685, ATTN: Cyndi Darlington.

Amtrak West is currently considering re-positioning the San Diegan service, with everything from new equipment to a new name to new messages in advertising. Based on the attached focus group study, a number of suggestions have been formulated for brand names and identities in the marketplace. Please keep in mind that the name and identity must reflect not only the customers we have today but also those we will carry in the future, a healthy mix of business and leisure travelers.

Names presented to focus groups were based on product line and employee input. Participants were also asked to pair certain words together to form names. The research indicates which words were rated high and which were seen as unfavorable, and the following were the most popular names and pairings.

Please rate the following service names from 1 to 5, with 5 being best:

  • _____ California Sun Express
  • _____ Pacific Scenic Line
  • _____ Coast View Express
  • _____ Surfliner
  • _____ California Cruiser
  • _____ Ocean Express
  • _____ Pacific Coast Service
  • _____ Amtrak Sun Express
  • _____ Coastal Cruiser
  • _____ Coastal Express
  • _____ Golden Coast Express
  • _____ Ocean View Express
  • _____ Scenic Cruiser
  • _____ South Coast Express
  • _____ South Coast Limited
  • _____ SoCal Express

What was your highest rated name in this group?


Why do you think this reflects the unique attributes of the brand to the consumer?


Based on the attributes and words in the research, please add any names you feel are appropriate, and indicate how they reflect the service to the consumer:


(Optional)
Name:


Organizations:


Please complete the survey by July 1, 1998 and mail to:

Cyndi Darlington
Amtrak West Marketing
530 Water St., 5th Floor
Oakland, CA 94607

or fax to:

(510)433-5685, ATTN: Cyndi Darlington

What's Next?

This survey is based on research conducted with users and non-users of the service, and is part of a larger effort that will feature additional research, employee input, and more feedback in the future. Trainweb will keep you posted on the progress of this process.

Amtrak West thanks you for helping us write The Ticket to 2000 and beyond!

Follow-Up Note:
The name finally selected was the Amtrak Pacific Surfliner.


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