Branding Missteps Dog UBER

After e-commerce, the taxi booking space is seen as the next big thing by investors. Customers using a smartphone application hail taxis and private drivers from a company‘s network of hired drivers. Uber, being one such company in this space, had a lot at stake to consistently maintain the brand that it had created for itself. With a lot of competition and also a lot of hurdles and obstacles it was trying to maintain its brand. It had a lot of mishaps Globally wherever it operated, the most recent being the rape case by one of its driver in India. Did all these cases dent Uber‘s brand image? It made a lot of compromises across various nations that created legal issues for Uber. It rubbed hard with the local governments in the countries it operated and with the customers also.