(08 Feb 2017, 5:10 pm)S813 FVK wrote Yes, I think that sums each company's branding ideas up pretty well.

Arriva use MAX, Sapphire and Frequenta to differentiate their interurban expresses (well, arguably not with the X46 and upcoming 306/308), premium routes and high frequency routes from the basics. Go North East brand routes separately and, if they do share the same corridor for most of the route, have the same style brand with a different base colour, like the Citylink 57 and 58.

Does this not suggest that "MAX" is being over-used, and that the brand identity has lost its original meaning (instead being used as a low-cost marketing ploy to attract passenger growth)? That's what I think, and have made clear for quite a while now.

The "Sapphire" brand has lost that 'premium' feel to it, in my opinion, too. This brand has been weakened by others being upgraded to "MAX" or "Frequenta", but encompassing the same premium features as "Sapphire". Once upon a time, you'd walk into Durham Bus Station and the "Sapphire" branded buses really stood out, as it was only service 7 which was encompassed in this brand. Now you have the 6, 7, 22, 24...