Survey conducted for CFP Board shows increased awareness of its mark

Board's public relations campaign thought to be responsible for rising recognition of CFPs

Jul 18, 2014 @ 4:52 pm

By Alessandra Malito

The Certified Financial Planner Board of Standards Inc. said there is a rise in recognition of the CFP mark among the public.

The board's 2014 IPSOS brand-tracking study to measure results of its four-year, $40 million public awareness campaign was commissioned on behalf of the CFP Board and included 600 “mass affluent initiators,” defined as those with investible assets of $100,000 to $1 million who are interested in seeking the help of a professional. It found that unaided awareness of the CFP mark, which measures a person's knowledge about designations without prompting, rose to 30% from 24% in 2013.

“We are very pleased to see that the public awareness campaign is moving the needle, helping consumers become more aware of the CFP certification,” Kevin Keller, the CFP Board's chief executive officer, said in a press release.

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