Branding and selling public transit in North America: An analysis of recent messages and methods

This study examines the proliferation of value-oriented advertising messages, environmental brand designs, and vehicle livery, and specifically the planning and administration of branding efforts. A critical analysis of advertising messages across a select number of North American public transit markets yields a typology that uncovers contemporary advertising practices. We examine best practices and short-term outcomes of advertising in response to situations external to a public transit agency from which transit managers can objectively evaluate future efforts.