eBay’s Brand Rises in the Ranks of Noted Annual Report

Recently, eBay scored a major coup: It jumped eight spots, from #36 to #28, in a widely respected ranking of the world’s top global brands. “Aggressively moving beyond its legacy as the web’s communal auction house, eBay is pursuing an ambitious vision,” read the report by the brand-consulting company Interbrand. “A new logo and visual identity shows a re-energized brand on the offensive, setting its sights beyond its traditional space. The brand is already a leader in e-commerce, an industry expected to grow to USD $40 billion this year.” "The entire organization including our product, marketing, communications, and customer service teams have worked together to update and strengthen the eBay brand,” said Brian Owens, vice president, global brand strategy. “It's great to see those efforts paying off, and our increased brand value and jump in the rankings shows that we've had a strong and measurable impact. We're still just getting started.” “Our mission is to engage and delight our consumers every day in every way that they interact with our brand,” added Sandeep Kaul, director, marketing strategy and planning, Marketplaces. “The ranking is a great indicator of the fact that together we are succeeding in delivering on that brand promise.” Interbrand has been putting out its Best Global Brands report, seen as the definitive guide to the world’s most valuable brands, since 2000. It analyzes all of the ways a brand benefits an organization, from delivering on customer expectations to driving economic value. Its methodology focuses on three key factors: the financial performance of branded products or services, the role the brand plays in a consumer’s decision to buy, and the brand’s ability to secure earnings for the company. The report went on to cite eBay’s “zeal for innovation” and such new services as eBay Now and the Seller Protection Policy as factors in its rise. The challenge ahead, the report noted, would be to “communicate the emotional aspect of the brand across all touchpoints.”