29 Jan 2017, 8:50 am
#492
(28 Jan 2017, 10:50 pm)Ambassador To be fair, that article is from 2006, It's a very different world and a different market. You can't compare buses to a brand as such. In most cases passengers are using it through necessity over choice.
Stagecoach have a very laissez faire approach to branding and do rather well because their business plan works, strong competitive pricing, good rolling investment and strong customer service.
Take Chester le street into Newcastle
The train. Quick, reliable and into the centre £868 a year.
The 21 or X21. Slower, not reliable and potentially a B7 = £996
Nb this is based on commuting and on assumption commuter uses transport only to work (which I and most folk I work with who use buses do)
But if some passengers are referring to the bus by its brand name, as regularly as those who refer to the bus by the number, then it is obviously seen (by some) as a brand.
Although not really prevelant up here, we have seen some operators across the country get rid of numbers altogether. Nottingham is a prime example, with several routes not referred to but anything other than the brand name.
Those passengers who do have a choice about using their car or a bus, may become familiar with a multi-coloured vehicle promoting the features and benefits. I can see them becoming more aware than if they're following a corporate coloured vehicle that has the operator logo and an advert for a building society.
I do agree that price is an important factor. Particularly during times of austerity. Frequency must also be a factor.
Ditto customer service from staff, a clean bus and sitting in a generally pleasant environment.
I wonder if the seemingly ideological focus on branding everything in the depot, has meant focus has been lost on the factors passengers/customers actually want.
'Illegitimis non carborundum'
