Interdependence between rebranding of public transport system and transit marketing performance : Moscow Transport case

The fast moving world requires fast and adequate reaction to the changes in the environment. The field of public transport is not an exception. Moscow is the center of Russia in economic, cultural and political sense, which is why the internal transport system plays a vital role not only in connecting parts of the city, but also in economic development of the region. With the new rebranding program started in 2014, citizens obtained completely new perception of public transport in the capital. New brand image, services and features were introduced, new levels of comfort were obtained according to standards of living in megapolis. It gave new possibilities for businesses as well. The main idea of this work – is the search of interconnection between the new brand of the transport system in Moscow and the effect of these changes on the marketing initiatives. Advertising market has changed over past 2 years in sense of new advertising formats and strict regulations from the government. Passenger flow, as the potential audience, was analyzed, revealing current trends of volume raise, along with tendencies of passenger traffic distribution between means of transportation