Trawlbens Rebrands as Troben, Launches New Services

JAKARTA – PT Trawlbens Teknologi Anak Indonesia, a cheap cargo shipping and expedition company, has officially changed its name to Troben. Along with this name change, Troben also innovates by adding new truck rental services called Troben Truk and car shipping with the name Troben Carier.

Regarding the name change, Troben CEO Beny Syarifudin explained that the main reason was to strengthen the company’s branding by making it easier to pronounce. Carrying a new name that is easier to pronounce, Troben is expected to be better known and easier to enter the minds of consumers.

“The name is cool – Trawlbens, but it’s a bit difficult for people to pronounce. By changing from Trawlbens to Troben, it’s easier for people to read,” he said in a written statement, Saturday (13/7/2024).

With easier recognition and memorability, Beny also hopes that Troben will be more widely referenced. The owner of the first application-based cargo business added that this change is in line with the statement of branding experts regarding positioning, namely to be the first to enter the minds of consumers.

Before deciding to change the name from Trawlbens to Troben, Beny admitted that he had tried introducing the new name through several platforms. “I tried using the name Troben, and it’s true that after changing the name, no one said it wrong. That’s why we decided to change the name,” he said.

Along with this name change, Beny added, Troben also launched a new product, namely a truck rental service called Troben Truk, and a car delivery service called Troben Carier. Both of these new services can now be accessed through the Troben application.

Beny said, to introduce the name change and its new services, Troben is branding both online and offline. Troben is also actively recruiting partnerships, which he said is also a powerful way to rebrand the company. “Every truck or fleet that joins the Troben partnership will get a branding sticker, so indirectly Troben is increasingly known to many people,” he said.

(fjo)