Home External environment External influences Introducing an established brand - bringing Yellow Bus to Britain (PDF)

Introducing an established brand - bringing Yellow Bus to Britain (PDF)

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Introducing an established brand - bringing Yellow Bus to Britain in full in PDF format taken from edition 8 of Business Case Studies.

This case study focuses on the Yellow Bus concept and how First is introducing them to the UK. 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.

Read the case study online here

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