Uber is considered the king of ride-sharing in the USA by many. Why is this? There are many likely factors, but ultimately, its brand got an early boost. There is definite name recognition, and the company's marketing keeps the brand on consumers' minds. In other words, "Uber" is to ride-sharing, as "Band-Aid" is to bandages. Many people do not consider alternatives. But what if consumers did not need to be aware of the alternatives? What if they were instead shown multiple brand options -- including pricing -- next to Uber? This would not be good for Uber. There would be… [Continue Reading]