Influencing Customers Globally Through Unique Branding and Positioning Strategy

Abstract

Uber has brought innovative changes in the transportation sector and popularized the online booking habits worldwide among customers. They introduced the use of internet and social media marketing to develop and position their brand. Within a decade, the customer's support has taken them into a secured place in global market. The customer's internet friendly behavior has supported the business, but simultaneously their unique marketing strategies also helped them in getting worldwide recognition. They provided customized products and services according to countries and customers' requirements. They offered drivers a partnership of the organisation which was a unique strategy and referrals and social media marketing strategies brought a new height to the business. The study covers the marketing, branding and positioning strategies of Uber and suggests a framework for better implementation of strategies.