From start-up to Asian super-brand: Grab’s tips for marketing success

Looks at how Grab, the ride-hailing company, turned into a household name in Asia and explains the brand's tips for success in becoming a homegrown billion-dollar company.

As Grab's group vice president of marketing recalled at the recent Mumbrella 360 Asia conference in Singapore, the ride-hailing company has come a long way since its humble startup days.

"We were operating out of a storeroom (in Kuala Lumpur, Malaysia), and all we had was vision and dreams," said Cheryl Goh.

Today, the homegrown billion-dollar company is a household name across much of Southeast Asia, with two million drivers and 65 million app downloads on mobile devices to boot. Grab now operates in Malaysia, Singapore, the Philippines, Indonesia, Thailand, Vietnam, Myanmar and Cambodia. Last October, Grab surpassed a billion...

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