Mission Statement Of Uber

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

Even today Henry Ford’s strategies and beliefs are being reflected in the Ford’s corporate strategies. Main feature of all Ford’s brands is their reliability, high quality and innovativeness. After BMW, Ford is considered to be a renowned brand whose focus is on innovation and creativity. Along with cars its effort towards social responsibility also plays an important role in

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

———. “Driven: Uber’s Campaign to Run Over Competitors and Win the World.” Mashable. Accessed May 11, 2016.

Employee and global social scale: Customers and potential recruits have many more choices than they had in the past, and are more aware of the ethical stances of Uber. Some base their ride choices and career decisions on these things. Uber need to shape up when it comes to how it treats its drivers. It must relook at how it categorizes its drivers, instead of treating them as “just part-time“ workers

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

The business model of Uber is to offer a convenient, cost-efficient, and safe customer value proposition. First, riders can use the app through their mobile devices and easily ask for a driver to pick them up at their exact locations. Second, apart from the value of convenience, Uber offers safety since riders could also track the car’s location while en route, which was pre-chosen at the time the ride was requested. Third, Uber enhances the cost-efficiency of transportation through providing price transparency and better options as prior to officially requesting a cab, Uber riders could estimate the cost of the ride and reject it if it was too high. Moreover, riders can also choose to split the

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

BMW: Redefining Premium Brand Identity BMW: Redefining Premium Brand Identity MGMT 8700 Strategic Management MBA Trimester 2, 2011 |Patrick Gallagher |20805458 | |Sion Karta |20182345 | |Mark Lim |10468237 | |Wei Zhe Poh |20605321 | |Jackie Tran |20597931 | |Janifer Yap |20841177 | BMW: Redefining Premium Brand Identity |Table of Contents

The Brand Platform includes recommended Brand Vision, Mantra, Promise, and Support. Advertising, communications, editorial, website content, graphic design, and graphic elements, as well as sales pitches, should all support the ideas expressed in this Brand Platform.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

Brand Building is defined by QFinance 2009 as: “the establishment and improvement of a brand's identity, including giving the brand a set of values that the consumer wants, recognizes, identifies with, and trusts. Values developed in the process of brand building include psychological, physical, and functional properties that consumers desire and should always identify a property that is unique to that brand.”