Islam, Mohammad ShahidulMitu, Shaheda Kabir2026-06-162026-06-1620262026ID 21164057http://hdl.handle.net/10361/28372Cataloged from the PDF version of case study.Includes bibliographical references (page 33).This case study is submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, 2026.This case describes the critical marketing challenges Pathao has in upholding long term brand trust amongst an intensely competitive ride sharing scenery. As a native market leader that constructively diversified into an excellent-app development, Pathao must strategically defend its position against big all-encompassing and local rivals. The main issues studied include striking a balance between competitive pricing and long-term driver incentives, guaranteeing constant service quality and rider professionalism, and resolving important user concerns about security and safety. To sustain in market Pathao needs to have focused investment in service reliability, proactive trust building protocols, and continuous technological enhancement to align with Pathao’s value proposition.35 pagesenBRAC University case studies are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission.Ride sharingCustomer loyaltyBrand equityDriver loyaltyDriver behaviorCustomer loyalty.Branding (Marketing).Brand name products.Case Study