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CHAPTER 7 Branding, Advertising, and Customer Service It is important to create a branded product that the customer will be aware of, understand, and remember easily. Potential customers must understand the benefits of using the offsite terminal and transportation link compared with the convenience of using currently accepted airport access modes. Some market segments will be easier to reach than others, and strate- gies should be developed accordingly. Knowing the customer segments the offsite terminal is likely to serve and marketing the service accordingly are crucial to service development and ultimate success. Providing excellent customer service is also important in building a loyal customer base. Branding Naming the offsite terminal and transportation link, creating a look for the vehicles, and incorporating the brand into signage and information dissemination are all part of building brand awareness. Even if the project sponsor intends to offer only one offsite terminal, the brand should be created so that it can extend to additional terminals in the future. The suc- cess of the offsite terminal and transportation link also depends on how the service is operated from the airport. The bus should pick up from each airport terminal in a prominent location so that air passengers understand where to board the next departing bus when they exit the terminal. Brand Identification and Reinforcement: LAX FlyAway and Logan Express Buses The Logan Express program serving Boston Logan International Airport and the LAX FlyAway program serving Los Angeles International Airport provide two examples of how branding has been undertaken. Buses on each of the four Logan Express routes have an identical design, but are painted different colors for each destination. Buses on each FlyAway route have an identical design and are painted in the same colors, with wording on the bus denoting the destina- tion. At both airports, the brand name of the bus is clearly indicated with sig- nage at the designated pick-up area of the terminal curbs. In effect, each Logan Express bus and LAX FlyAway bus making the loop of airline terminals and travel- ing throughout the region is reinforcing the brand identification that benefits all the services bundled under one umbrella. 63