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What are their main brands?

The black cab can be regarded as a brand in itself. It is a very recognisable part of the London landscape and has iconic value to the company, the capital city and the UK. Evidence of the black cab's value as an icon is provided by its appearance in a poll as one of the top 100 items that make Britain great. The survey, conducted by the producers of Tanqueray Gin, asked UK residents to identify British icons that carry a positive image. The black cab came in at number 57 out of the 100 top items.

Image: Great British icons: A fleet of black cabs drive past Harrods. Copyright: T. Al Nakib, available from stock.xchng.

Manganese Bronze has invested in a taxi hailing service called 'Zingo', which allows customers to use their mobile phones to order a cab directly. 'Zingo' connects the customer to the cabbie using GPS to bring driver and fare together. Any chances of this service becoming a brand? If take-up of the service is strong, word is likely to spread amongst taxi users. But Zingo's customers are the taxi drivers themselves, so demand is hard to predict.

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