A brand name is the sum of all expressions by which a company intends to be recognized.
Because of this and if without obvious reason, there may not be any practical benefit for anyone, anything, or any company to maintain different brands that do the same thing.
Unifying brand names can help a lot of things, for example, helping companies deliver what it is called a 'brand promise', which is the value or the experience a company can expect its customers to receive every single time they interact with that company.
It's pretty straightforward, and Gojek knows that.
For that particular reason, the Indonesian super app Gojek is integrating its app using one single brand name, which is 'Gojek', for all of its markets in Southeast Asia.
What this means, users just need one mobile app, the Gojek app, to access all of Gojek's services in all of its operating countries.
So for example, Indonesian users can access Gojek in Vietnam with their existing Gojek app.
While Gojek has been using the brand Gojek for its Indonesia and Singapore market, Previously, Gojek in Vietnam was known as GoViet. And In Thailand, Gojek was known as GET.
The company’s co-CEO, Andre Soelistyo said that:
"The platform’s integration is also a reflection of the dedication of our driver-partners who continue to serve us even during this pandemic."
He added that the company would also integrate its driver-partner applications, such as Gojek Driver and GoKilat Driver for courier services, into a single app called GoPartner.
And as Gojek expands its unified brand from Indonesia and Singapore to Vietnam and Thailand, the company uses the occasion to deliver the message through a campaign.
Produced by Forsman & Bodenfors Singapore, the brand films a world where people's needs and activities are all integrated with Gojek's services. From transport, to delivery, merchant goods and more.
It depicts a bustling stylized city where everything 'flows' in a fluid motion, culminating in a circular urban set from which the Gojek logo was then finally revealed.
Gojek's group head of international marketing Jasper Distel, said that:
"We wanted to introduce Gojek to other markets in the way that it is known in our home market, Indonesia, as a problem-solver for cities. This is how we hope to differentiate ourselves from day one in Thailand and Vietnam."
Gojek was co-founded in 2009 by Nadiem Makarim, now Indonesia' Minister of Education and Culture. The term 'Ojek' means motorbike taxis, which are very common throughout Indonesia.
When first founded, Gojek only had 20 motorbike drivers. But years later, after the startup became Indonesia's first decacorn, its fleet has grown to more than 1 million drivers, with more than a dozen of app-based on-demand services that go well beyond ride-hailing, its original intention.
At this time, Gojek offers on-demand transport and delivery services in over 200 cities.