<![CDATA[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.]]>
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