Photo credit: Rappler
GrabCar Logo (2014-2016)
Together with their other options of cars to book, namely UberBLACK for luxury cars, UberX, UberPool for carpools, UberSUV and many more, they expanded all over the United States and internationally, even branching out to food delivery business with their UberEats brand.
Uber has also ventured to assist healthcare providers with UberHealth and for long-haul cargo, they have UberFreight that connects truck drivers to shipments-on-demand.
UberFreight name and logo. Photo credit: Twitter
This positions Uber as an elite brand, appealing to professionals and urbanites. Uber riders and drivers can feel like they are experiencing a world-class service and that they are well-traveled and well-informed. And being the first to lead the ride-hailing service market, the brand appears innovative, forward-thinking and different.
The word ‘uber’ itself comes from the German word for ‘above’. In the North American slang, it means superb, excellent and modern. This further associates the brand with the upper-class, elitism and exclusivity.
On the other hand, Grab as a brand is seen less of an elitist but more of a guy-next-door brand that changes their car icon during holidays and events.
Photo credit: hardwarezone.com.sg
This resulted in a brand that appears not only fun and friendly, but also humble. Because they had include taxi cabs in their service, it was better received by both taxi unions and transport authorities in SEA countries. This inclusion makes their brand humble and non-elitist because the taxi industry is often associated with the common folk and those who cannot afford their own car.
And finally, Grab is often advertised with colourful banners, illustrations and animations. It is an eye-catching affair, as well as making them fun, a little quirky and humourous. The bright green colour Grab uses is a stark difference than Uber’s luxurious black, making their brand markedly different from their rival’s.
Whatever the differences between these two brands are, they have certainly served the public by revolutionising the way we move around. No more waving at a taxi cab or haggling for one; those days are behind us.
With the new brand acquisition, Grab has established their mark on the SEA market as the dominant brand. It’s interesting to see what they can offer and what new technology that will soon follow.