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7 GoJek

GO-JEK

Company: Go-Jek

Brand Value: US$2,387 million

Headquarters: Jakarta

Year On Year Change: NEW ENTRY!

Industry: Transport

Year Formed: 2010

Go-Jek has developed fast from a ride-hailing service into a hugely popular portal that promises to meet all of its customers’ needs. The business operates in 50 cities across Indonesia and champions three key brand values: speed, innovation, and creating social impact through technology. Having gradually expanded its range of services, the Go-Jek mobile app, launched in 2015, now enables consumers to get a ride, send packages, arrange for meals to be delivered, and arrange beauty services, as well as access a host of other services on demand. The brand’s tagline is “One app for all your needs”. The business initially grew via word of mouth but now uses extensive online advertising and, starting this year, TV commercials. Its communications are aimed at two distinct audiences: consumers – with messages about how Go-Jek can help them make their lives easier – and its drivers, helping them create local communities. In the brand’s first TV ad, Go-Jek has primarily promoted its GoPay mobile payment system, while the brand’s message to coincide with Ramadhan this year urges consumers to “Cari Pahala” (find their reward) by way of blessings linked to doing good deeds. Actor Reza Rahadian is an ambassador for the brand. Go-Jek was Indonesia’s first “unicorn” company, and in May this year announced it would invest $500 million in expanding internationally, starting with Vietnam, Thailand, Singapore and the Philippines. It was the only business in Southeast Asia to make Fortune 2017’s list of 50 companies that changed the world. Go-Jek investors include Sequoia Capital, Temasek Holding, Tencent, Northstar, JD.com and Google.