Comparative Brand Identity and Positioning of Gojek, Grab, Tokopedia, and Shopee

Wayan Satya Pariana Buditama; Ni Komang Ayu Diah Ambalika

doi:10.38142/jebd.v4i2.439

Authors

Wayan Satya Pariana Buditama Universitas Udayana, Indonesia
Ni Komang Ayu Diah Ambalika Universitas Udayana, Indonesia

DOI:

https://doi.org/10.38142/jebd.v4i2.439

Keywords:

brand identity, brand positioning, brand equity, digital technology companies, Indonesia

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.

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