BE440: Evaluation of Grab's Brand Management Strategies in Singapore

This report critically evaluates Grab's brand management strategies in Singapore, focusing on Corporate Social Responsibility (CSR), financial brand equity, integrated communication, and global branding. The introduction provides background on Grab's establishment in Malaysia in 2012 and its subsequent move to Singapore in 2013, highlighting its services in transport, food delivery, and payment solutions. The report analyzes CSR's impact on brand recognition and customer loyalty, the role of financial brand equity in premium pricing and customer loyalty, the effectiveness of integrated communication strategies, and the advantages and disadvantages of global branding. It incorporates academic journal articles to support its analysis, providing strengths, weaknesses, and recommendations for each strategy. The report aims to provide a comprehensive understanding of Grab's brand management approach and offer suggestions for improvement.

Branding 1
Brand Management

Branding 2
Contents
Introduction......................................................................................................................................3
Evaluation of CS company strategies for brand positioning...........................................................4
Strategy 1 CSR (Corporate Social Responsibility)........................................................................4
Strategy 2 Financial brand equity..................................................................................................6
Strategy 3 Integrated communication............................................................................................8
Strategy 4 Global Brand................................................................................................................10
A different view of globalization...............................................................................................10
Impact of the global brand on the marketing environment........................................................10
Advantages and disadvantages of global branding....................................................................10
Differences in key decisions and debate of globalization.........................................................11
Global brand and its appeal for consumers................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Branding 3
Introduction
This report outlines the various aspects of brand management used by the GRAB organization.
Grab opens in Malaysia in June 2012 and alter its shifted in Singapore in the year 2013. This
company works in the transport, food delivery and payment solutions services. In the year 2011,
Anthony Tan arise the idea for a taxi. This idea arises after the classmate regarding the
difficulties. After some time, Grab moved its company headquarters from Malaysia to Singapore
(Mei, et al., 2016). The different strategies adopted by the company for the proper brand
management will be discussed in this report. Brand management is one of the important
processes used to analyze and plan on the process of brand perceiving in the market. Brand
management needs a proper relationship target market. The brand management used by GRAB
for proper maintenance and control.
This process also used to increase the value of the product. The company get more success after
moving their headquarters in Singapore as the customers of Singapore are more focused towards
using the cab service. The report includes different strategies related to the brand. The first
strategy discussed in this report is managing brands that include the function of managing brands
in the company. The second strategy used in this report is related to brand equity that is also
essential for the proper management of brands. The third strategy adopted in this report relates to
the brand strategies and positioning that decides the proper position of the brand. The several
strategies of brand management will be discussed in this report. The fourth strategy adopted in
this report is a global brand that gives the global strategies of the proper brand of the
organization. The report defines the brand management purpose that is essential for the business
companies to improve profits in the market and to gain an attraction of consumers.

Branding 4
Evaluation of CS company strategies for brand positioning
Strategy 1 CSR (Corporate Social Responsibility)
CSR strategy is one of the best strategies used to manage the branding in the company. In this
Grab business implementing CSR by giving some social responsibilities to the employees. It also
gives several benefits to the company and society itself (Pertiwi and Balqiah, 2018). This is one
of the greatest methods used in the brand management process and manages all the brands of the
Grab company that includes transport, payment solutions and many more. Grab can manage the
branding process in the business by adopting the CSR as it helps in improving the brand
recognition. By adopting CSR in brand management, the organization achieves several
competitive advantages in the business (Atwal and Williams, 2017). This also helps in brand
integration and improves all the activities involves in brand management.
Strengths and Weakness
The main strength of the CSR in branding is that it improves brand recognition in Grab is to
improve the attraction among the consumers. It improves positive business reputation. Grab can
manage their brands by the brand recognition implemented by CSR. The other main strength of
CSR is that it improves the positive business reputation, increased sales and loyalty of customers.
The customer satisfaction is achieved by Grab by the use of CSR in business. Along with
strengths, CSR used several weaknesses also. The main weakness of CSR is that it clashing the
business objectives and create a competitive disadvantage. The cost is also impacted by the using
of CSR.
Recommendations
There are several recommendations regarding the process of CSR in branding which needs to be
followed by Grab for improving the delivery services. CSR process needs to be proper in the
business of Grab to maintain the overall process of the brand as it is important for the overall
process of the business. In the process of brand management, CSR impact the customer related to
brands at different levels (Lee, et al., 2015). The various recommendations related to the
particular process.

Branding 5
There are several recommendations used to improve the process of brand management by
adopting CSR strategies. The CSR needs to be proper in the process of brand recognition so that
it increases the profits of the business. In the process of brand management, make sure that each
brand has a well-defined role or set roles to play in each product market (Rosenbaum, et al.,
2018). It is important that the green branding strategy needs to be connected with business
strategy.

Branding 6
Strategy 2 Financial brand equity
Brand equity is a process that is important in the marketing industry which defines the value of
having a well-known name of the brand that is based on the idea of the owner that generates
more profits. Grab used this strategy for managing the brand equity in the business and this
improves the several strategies of the business (Veloutsou and Guzman, 2017).
Financial brand equity only gives the financial benefit which allows for a company to demand a
premium price for its product. Brand equity is a marketing term that defines the brand’s value.
(Heinberg, et al., 2017). Companies can charge more for a product with a proper deal of brand
equity. Grab offers the transportation process, food delivery process and digital payments by
mobile app (Chin, et al., 2018). Grab needs to manage brand equity for improving profits. If
people think high for a brand, it maintains positive brand equity and where the brand disappoints
the people then it creates negative brand equity (Phan, et al., 2011). Grab organization implement
this strategy by improving the brand awareness among consumers and this strategy make the
business famous among consumers.
Strengths of brand equity
Brand equity has several strengths in the organization as it improves the overall aspects of the
organization. The main strengths of brand equity in the Grab business include that the brand
equity is responsible to improve customer loyalty in the business. By using the brand equity, the
organization gets a competitive edge in the business (Grigorescu and Zaif, 2017). The brand
equity is beneficial in managing better margins in the business. The growth of the business
cannot require as many efforts by using brand equity and brand equity provides the business
better-negotiating power to improve the overall functions of the business (Cavender and
Kincade, 2014).
The weakness of brand equity

Branding 7
There are several weaknesses of the brand equity involved in Grab organization. The main
weakness of brand equity is that this is difficult to maintain so the organization cannot adopt this
process easily (Du Preez and Bendixen, 2015). The process of brand equity is expensive in
designing It is too complex to use in the business so the organization ties to avoid this process.
The cost of maintaining brand equity is too high.
Recommendation
Brand equity is one of the important processes used in the process of brand management and it is
responsible for attaining profits in the business. Grab adopted the brand equity to maintain brand
awareness among consumers so that they attract towards the products and services of the
organization. Several recommendations are involved in the process of brand equity.
It is important for the business of Grab to collaborate with the cross-functional work teams to
improve the process of brand equity. The business needs to give the proper value to brand equity
to gain other advantages. The emotional capital is also a great disadvantage related to brand
equity. The reputation improves trust and credibility so it is important for the business to
maintain the overall process (Cavusgil, et al., 2014). The legal process and business ethics need
to be maintained by the organization for the proper implementation of brand equity.


Branding 8
Strategy 3 Integrated communication
Integrated communication
This process is also effective in the process of brand management as it includes the different
strategies that focus on the communication process. By the properly integrated communications,
the overall marketing strategies get improved that also responsible for the improvement of brand
management (Kim, et al., 2011). It recognizes the value of a comprehensive plan that define the
strategic roles of communication. The brand management of Grab improved by adopting the
integrated communication process (Ahmad, et al., 2015). Grab make the integrated
communication among all the members of the organization so that better services provided to the
customers. Grab implement this strategy by managing the proper communication among the
managers and employees of organization so that their communication gap can be reduced and it
also helps in improving productivity.
Strengths and weakness of brand story and integrated communication
After implementing this strategy, Grab improves its competitive advantages by using integrated
marketing communications. This process also improves sales and profits while saving money
and time (Godey, et al., 2016). Along with advantages, integrated marketing communication
also affects the overall process of Grab services by creating miscommunication among the
company and consumers (Huang and Sarigöllü, 2014).
Recommendation
Grab organization need to follow some recommendations in the process of the integrated
marketing communication. The organization needs to tell the brand story in an effective way.
(Ertimur and Coskuner-Balli, 2015). Grab needs to follow some recommendations to make a
better-integrated marketing communication (Hanna and Rowley, 2011) The company needs to
identify campaign goals and potential limitations. Grab needs to define the target audience for
better communications.

Branding 9
Strategy 4 Global Brand
A different view of globalization
The global brand is too beneficial for the organization as it increases productivity as well as the
profitability of the business. The global brand includes several concepts of globalization as the
globalization have different views (Ashley and Tuten, 2015). The globalization gives a great
impact on making the brand global and improves the overall concepts of the business (Qian,
2014). The different views of globalization include several perspectives which are discussed
below-
 Cultural implications
 Globalized business
 Economic implications
 Multinational companies
 Political implications
Global companies
Impact of the global brand on the marketing environment
The global brand is too effective for the overall process of the organization and it gives a great
impact on the marketing environment of the business. The business relates to transport, food
delivery and payment solutions. The company offers food delivery and other services by mobile
apps. So, the global brand of this company directly impacted on the marketing environment
(Kucharska, 2016).
Advantages and disadvantages of global branding
The global branding has several advantages and disadvantages as this is the main part of the
global brand and it increases the overall share of the company in the global market. By global
branding, the advantages and disadvantages both occurred in the business aspect (Ambavale and
Surti, 2011).
Advantages

Branding 10
There are several advantages occurred in the process of Grab which includes the Improvement in
customer awareness, lower advertising costs, savings of production costs, it improved customer
service and it makes competitive advantages stronger.
Disadvantages
Along with advantages, there are several disadvantages are also involved in global branding. The
biggest disadvantage of global branding is full of risk factors. There are different laws and
standards related to global branding which is complex to handle. It is responsible to create
several barriers in the business. It decreases the overall profit of the company due to the political
factors of the global market.
Differences in key decisions and debate of globalization
There are several key decisions of the globalization as it improves the overall concept of the
globalization. The differences in key decisions of globalization (Yamin, et al., 2015). The
globalization in Grab improves all the profits of the business and maintains the productivity of
the business. The key decisions of the business related to the globalization include three different
aspects start with strategy, not tactics, understand the culture in a proper manner and identify the
competitive edge
There is different debate on globalization as some companies have different views on
globalization and some have different (Jacquet, 2018). The globalization debate improves the
different strategies of the business and increases the several aspects of the business. The global
strategies improve the overall process of the business and increase the profitability of the
business (Buil, et al., 2016).
Global brand and its appeal for consumers
Global brands are brands that identified throughout the world. The various company’s intent to
create global brands by identifying the attractiveness in the market. The global brand is much
more beneficial for the overall aspects of the business. Grab companies improve their growth in
the market by adopting the global brand as this application is used all over the business (Dessart
et al., 2015).

Branding 11
The global branding strategies provide much more benefit to the company by appealing to
consumers. Consumers are much more affected by the strategy of global branding. The global
brand is responsible for developing, analyzing and implementing the strategies which affect the
overall target market (Zhang, 2015).
Conclusion
From the above report, it has been concluded that brand management is one of the essential
concepts of the organization. Grab company has been discussed in the above report which works
in the payment, transport and food delivery solutions. The process of brand management has
been discussed in the above report. The four strategies related to brand management has been
discussed in the above report. The first strategy relates to the branding architecture and brand
portfolio. Brand portfolio strategy used for managing their brands and sub-brands within a
targeted market. The brand portfolio includes an umbrella under which all the brand's lines of a
firm to serve the needs of the market segments. The second strategy used in this report relates to
brand equity. Brand equity only gives the financial benefit which allows for a company to
demand a premium price for its product. The third strategy relates to brand strategies and brand
positioning. Grab chooses several brand strategies to make their brand successful in the market.
The fourth strategy discussed in this report includes the information related to the global brand.

Branding 12
References
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