Jurassic Coast Transport Infrastructure Gap Analysis Study

eplaced with standard ones; the recognition factor is lost and confusion setsin.6.12.5 Applying a brand at bus stops can be important for a number of reasons.Firstly, the bus stop is where the customer usually physically encounters thebus for the first time, and a clearly branded bus stop will give the customerthe confidence that they are in the right place. If the customer is unsure thatthey are in the right place, then confidence in the brand may be lost and, asthe bus stop is effectively the point of sale, revenue may also be lost.6.12.6 Often in the study area one bus service brand tends to eclipse all others atbus stops, potentially leading passengers to question whether other servicesstop there (see Figure 6.12). Care must therefore be taken to differentiatebetween branding all buses and individual services.Figure 6.12: Competing brands on the Jurassic CoastAt Wareham Station, Service 40 brandingeclipses Coastlin X53…but…on North Causeway, Coaslin X53/Jurassic Coast branding eclipsesService 40.Suggested good practice: brandingDoc No 3 Rev: B Date: November 2008 150G:\Final Report Web version\CTR-ADA Study Report Rev9.4. doc