Jakarta's Bluebird Taxis: A Case Study in the Power of Branding
1. Logo is correct but name on side says Morante 1. A Bluebird taxi or a fake? Windscreen says Bluebird Group but logo on side is different 2. The Bluebird logo 3. A fake Bluebird 5. A Silverbird taxi Any new visitor to Indonesia would very soon be familiar with Bluebird Taxis. The Bluebird Group’s ( http://www.bluebirdgroup.com/ ) blue taxis are as iconic as the yellow cabs of New York. But more than their appearance they are also an icon for reliability, honesty, security and cleanliness. In an industry where rip-offs, smelly rickety cabs, dangerous driving, bad attitudes and robberies are common, Bluebird stands out as being very different from its peers. When a visitor arrives at Jakarta airport, taxi touts swarm around like flies. But if you keep your cool and walk unswervingly to the Bluebird stand, you know you are in safe hands. So great is its reputation that Blue Bird is an unshakeable brand, and its peers in the industry have had to adopt unusual business strategies to ...