State institutions that support constitutional democracy, also known as Chapter 9 Institutions, in South Africa, play a crucial role in many societies, yet there is a scarcity of studies on public awareness about them. Chapter 9 Institutions act as watchdogs and rely on public awareness and the use of services in order to fulfil their mandate. The purpose of the study was to examine public brand awareness about the Office of the Tax Ombudsman (OTO), which has been in existence for over five years. The study relied on stakeholder theory to examine public brand awareness and existing strategies in use for the promotion of the Office of the Tax Ombudsman in South Africa. A quantitative survey approach in which data was collected from 248 taxpayers to analyse their level of awareness regarding the OTO was used. Almost half of the participants did not have adequate knowledge about the OTO nor their services. The majority of the participan