eBay – The most energetic brand of 2006

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For the second year in a row eBay is top dog of the RKCR/Y&R brand energy survey beating Google in 6th place and Microsoft in 10th.

Experts claim a company with a strong brand is more likely to command greater market share, higher sale prices or more customer loyalty than would be justified by a bald comparison between its products and those of rivals.

Media companies, specifically broadcasters won five out of the top ten places and the FT uses this to justify Virgin and BSkyB‘s decision to enter the convergence market (television, internet, telephony and Voice over IP). Virgin and BSkyB are winning market share over more traditional telco’s.

It just remains to say that whilst confirming eBay’s position as a dynamic engaging brand RKCR/Y&R have one of the most annoying websites I’ve ever seen, it’s a study in “Overuse of Flash is bad” all in itself!

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