The Brand Equity Of Uber In The Southeast Asian Market , Case Study


On April 2018, Uber left the Southeast Asian market to its competitor, Grab. It was the third loss after China and Russia which implies that Uber brand equity is facing a serious problem. This study will investigate and discuss the case of Uber brand equity damage on their target audience in Southeast Asia rideshare market and what leads them to that loss.

Keyword: Uber, e-commerce, brand equity, brand positioning, Southeast Asia.