Brand positioning and consumer perception: a study of Pathao vs. Uber

Abstract

This case study discusses the brand positioning strategies of Pathao and Uber, two leading ride-sharing service providers operating in Bangladesh’s rapidly growing urban transport market. Pathao, a local startup founded in 2015, and Uber, a global technology company that entered Bangladesh in 2016, have played an influential role in transforming mobility access, especially among the youth population in cities like Dhaka and Chattogram. The intended research of the current study focuses on assessing how both companies have positioned their brands to appeal to the urban population, analyzing the perception of consumers regarding their services, and evaluating the impact of pricing, safety, and marketing communication strategies on user trust and brand loyalty.