Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Journal of Entrepreneurial and Business Diversity
Wayan Satya Pariana Buditama
Universitas Udayana, Indonesia
Decision Sciences, Operations Research & Management

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Comparative Brand Identity and Positioning of Gojek, Grab, Tokopedia, and Shopee Wayan Satya Pariana Buditama; Ni Komang Ayu Diah Ambalika
Journal of Entrepreneurial and Business Diversity Vol. 4 No. 2 (2026): Journal of Entrepreneurial and Business Diversity (April-June)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v4i2.439

Abstract

Purpose:This study compares the brand identity and positioning strategies of four digital technology companies in Indonesia: Gojek, Grab, Tokopedia, and Shopee.Methodology:A qualitative multiple-case study used thematic analysis of secondary data from official websites, verified social media accounts, advertising campaigns, and corporate publications collected in April–May 2026. Four dimensions were examined: visual identity, tone of voice and communication, brand messages and core values, and positioning and differentiation.Findings:Gojek and Tokopedia primarily emphasize local identity and emotional connections, whereas Grab and Shopee adopt regional, function-oriented positioning. Grab emphasizes reliability and safety, while Shopee emphasizes competitive prices, promotions, and digital entertainment.Implication:The proposed 2 × 2 local–emotional versus regional–functional framework offers a diagnostic tool for aligning brand identity, communication, and positioning across digital-platform touchpoints.
Co-Authors Ni Komang Ayu Diah Ambalika