We assessed local knowledge of and attitudes towards a large, endemic bovid, the Bhutan takin Budorcas whitei, within its seasonal range in Jigme Dorji National Park, Bhutan. Using semi-structured questionnaires, data were collected in March 2015 from interviews with 169 park residents. A conditional inference tree analysis was used to explore associations between demography, locality, and secondary response variables through questions relating to respondents’ knowledge of the takin's status as a protected species, a Vulnerable species, and as the national animal. Most respondents knew the takin was Bhutan's national animal, and of those, a significantly high proportion also knew of its protected status. Significantly more respondents residing in the species’ summer, rather than winter, range were aware of the takin's Vulnerable status. Most respondents expressed positive feelings towards the takin and supported its protection. This strong positive attitude, in conjunction with awareness-raising efforts, could be valuable for promoting the takin as a montane flagship species.