Introducing an established brand - bringing Yellow Bus to Britain
A First Group case study

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Page 6: Conclusion

The UK Yellow Bus service is proving successful because it has a history of success elsewhere, it is a superior product to anything else on offer, and because its operation can be adapted to meet local requirements. The service offers a 'package' that is attractive to education and transport authorities as well as to schools, parents and children. Launching the service in the UK has been made easier by the existing brand recognition and by the strong positive image nurtured through years of exposure in American films and TV series.

First Group | Introducing an established brand - bringing Yellow Bus to Britain
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