Position Paper 3 | Branding: Uber in progress**

 In 2025, Uber was established one of the Top 50 most valuable brands in the world, sitting at #47. Uber Technologies Inc. is an American transportation company that provides digital access to public transportation services. Uber has both a website and mobile app where individuals and groups can request and/or reserve a ride from transportation of their choosing. The options vary from rental cars, easy rides with Uber, 2- or 3-wheel rides (scooters, bikes, and uber motos). 

Ubers are available in 75 countries and over 15,000 cities around the world. Uber has established its name in replace of a taxi. When you need a lift to get somewhere, Uber is one tap away. After the co-founders, Garrett Camp and Travis Kalanick created Uber in 2009, it has established a global name and overtime has developed services from lifts only to food delivery, freight, and more. Uber is accessible for a target audience in wheelchairs to those that travel with their pets.

Uber is a worldwide succession, and its value is accredited from user-friendly software, affordable prices, and the capacity to offer practical transportation options at one click. In 2017, Dara Khosrowshahi was titled CEO (Chief Executive Officer) of the company. Khosrowshahi stepped into the CEO position with a background in engineering and finance and decided to invest heavily in mobile after overseeing a number of acquisitions that bolstered Expedia's offerings. 

Uber has a social media presence that mirrors the everchanging trends in social media and marketing. You can find social media platforms for the company on YouTube, Instagram, TikTok, X, and Facebook. Its following is at least 1 million on each platform, the most be 21 million followers on the Facebook account. 

Social media content is what gives a company or a brand character--it's what makes it personable to the people. What this looks like for Uber is posting TikToks, Instagram Reels and photos, tweeting funny and relatable things, and collaborating with public figures for advertising. 

Two weeks, Uber posted an advertisement for Uber and famous women athletes that are currently active in the industry. This video is titled "Women Preferences" and in this video the Uber drivers have a conversation with their riders, Ilona Maher, Jordan Chiles, and Alex Morgan, which just happens to be professional athletes. The women converse and women getting to choose their careers and discussing why they drive (literally or metaphorically speaking.) 

This film allows the drivers to speak about their perspectives on driving for Uber and navigating life, which expands the idea of Uber just being a quick ride. Uber occasionally takes opportunity to shed light on underserved topics, which we see in this video. For some women, Uber is a lifestyle. 

Their social media presence doesn't stop there. Uber's TikTok account is a mixture of semi-lowkey Uber advertisements and video trends. This account could be confused with a regular viral account that posts the generic TikTok humorous content (which is dramatic music with a caption on the face of the video and dramatic acting) and fun collaborations. 

@uber

What happens when an unstoppable Matthew McConaughey meets an unmovable Bradley Cooper? The greatest face-off in the history of football. Or as Matthew would say, “Foodball”. Now, is football one big ploy to sell food? You decide.

♬ original sound - Uber

Uber is most popular in the United States with 3.4 million average monthly traffic. Going down the line after that, these are the next top countries Uber is popular in: Brazil, United Kingdom, India, Mexico, Canada, Australia, Germany, Spain, and Japan. 

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