UBER:

The American mobility as a service company Uber Technologies, Inc. (Uber) allows
consumers to schedule a vehicle and driver for mobility in a mode akin to a taxi. Its
headquarters are in San Francisco.  Ride-hailing, package delivery, courier services, freight
transportation, the rental of electric bicycles and motorised scooters through a partnership
with Lime, and Thames Clipper river bus transportation through a partnership with local
operators are just an a handful of the company's services. The consumer is provided a price
upfront for the fare, which differs depending on a dynamic pricing model that takes into
account the local supply and demand at the time of the booking.
Uber has a multi-segment positioning strategy and, as a consequence, provides differing
degrees of service to a wide range of customer segments. For customers on a budget, the ride-
hailing company offers economic services like Uber X, Uber XI, and Uber Pool. At the same
time, customers who don't mind paying extra can use Uber PREMIUM, which offers a fleet
of chic cars.
Investments in presently unprofitable brands are made with the aim of bringing them around
in the long run as component of stop-gap positioning. This positioning strategy was chosen
by Uber's Advanced Technologies Group (ATG) business unit. The world's largest ride-
hailing company specifically spent hundreds of millions of dollars on the creation of self-
driving, autonomous vehicles. The project, however, did not meet expectations, and in
January 2021 the ATG unit was sold to Aurora Innovation Inc.

Main sources of brand equity:

Brand Image

To communicate with clients in a compelling manner, on a strong emotional dimension, Uber

is "personified as a brand, emphasizing on behaviours which retain the customers as being
honest, kind, helpful, humorous and contemporary"!
Therefore, in a consumer’s mind, Uber is introducing fresh methods and technological
advancements to steer our transportation future in a completely different direction, delivering
a whole new pleasant experience to the world, and in a few years, steering any person
authorized to use an uber or an uber jet.

Brand association

Uber's online taxi booking service has completely transformed the way people can travel.
Physical copies of travel receipts are no longer a thing. Both the registered email account and
the app's dashboard have access to the exact history.
It also utilises the most recent technologies to help find its taxis; occasionally, when uber
performs its random driver checks, drivers are required to shoot selfies on the gadgets the
company provides to prove their identities. Cash, credit cards, uber credits, and uber wallet
are just a few of the different payment options it interacts with. Additionally, it has offered
driver/customer centre helplines, etc., for comments and reviews.

Brand awareness

Uber heavily relies on word-of-mouth marketing to gain market share. They used referral
marketing to persuade customers to accept free transportation and services. It has also
employed regional marketing strategies, such as taking part in international events.
In various nations, it uses multiple pricing schemes. It provides its customers with
promotional rights programmes in numerous nations. Additionally, it uses upfront pricing so
that customers may view the price before making a reservation. Different criteria are taken
into account when calculating fares dynamically. When there is a strong demand and there
are few cars available, the cost of the rides increases.

Brand loyalty

Uber is a well-known brand with operations in more than 40 nations. Products are being
mobilised in a way that the conventional taxi industry is unable to compete. Uber was
selected 2013's Tech Company of the Year by USA Today. Uber's almost magical customer
experience is the main reason for its success and devoted following of users worldwide.

Brand’s resonance with Consumer:

1. Identity: In just eight years, Uber evolved into a worldwide transportation platform
from a startup that connected drivers and passengers. It required a comprehensive
brand system to fit all of the new and emerging means of mobility, including flying
cars, tuk-tuks, and bicycles. Uber shifted toward a well-known, "beyond-simple,"
global brand rather than pursuing a complicated personality foundation customised
through colour and design. With socially specific material, groups in various markets
can make it relevant to their viewers.
2. Meaning: The German term for "above all the rest" that served as the basis for
Kalanick and Camp's founding principle of their budding business is where the name
Uber originated. Uber provides superior cab services which resonates with the
meaning of “Uber”.
3. Response: It provides cheaper cabs and services even to the remotest locations.
Customers find it a safe mode of travelling due to the ease of the live location sharing
and the security alarms in the cab. Uber provides various payment methods as well,
customers can add money to the uber wallet or link their card to the uber wallet for
their convenience.
4. Resonance: The most challenging and desirable level of the brand equity pyramid is
brand resonance. Customers of Uber who achieve brand resonance will have a strong
psychological connection to the company. Uber's brand contact council must succeed
in, continually assess, and uphold four categories.
1. Behavioural loyalty: This encourages users to make frequent, repeat purchases of
Uber's goods.
2. Attitudinal attachment: Uber wants its customers to adore the company and its
offerings and see them as enjoyable purchases.
3. Community: Uber users must have a sense of kinship, belonging, and community
with other customers and brand associates, such as corporate reps.
4. Active engagement: This is the ultimate level of brand loyalty. Even when they are
not using the Uber service, customers are actively interacting with the brand.
Participating in marketing activities, online conversations, events, following your
brand on social media, becoming an Uber evangelist and ambassador, and spreading
the word about Uber are all examples of engagement.
Elements of brand:

Brand’s Slogan

"Move the way you want”

Meaning: There main focus lies on how a customer goes from point A to point B. They are
actively revolutionising how individuals travel from point A to point B. (food, packages, etc).
Brand’s Logo

Meaning: The "bit" and the "atom," both foundational squares of innovation and the globe,
served as inspiration for the Uber logo. In a new website update, Uber provides clarification.
Uber has acknowledged that its current emblem does not adequately reflect the firm it has
become.

Brand Ambassador

In March 2018, Uber formally appointed Virat Kohli as their Brand Ambassador. Kohli has
actively participated in a number of marketing and customer experience initiatives that Uber
India has launched in addition to serving as the brand's face.

Possibilities and feasibilities of brand extension

 Uber-Doorstep – From groceries to medicines to food delivery, everything will be

delivered at the customer’s door.
 Uber-Mechanic – Uber will provide you with services in case your car breaks down.
It can include services of both sending a mechanic for repair or a car depending on the
situation.