PUBLIC RELATIONS & CORPORATE IMAGE

Corporate Identity Manual

Devangi Sanghi A3906409379 E 52

INTRODUCTION
eBay, Inc. is the largest and most popular marketplace on the Internet, allowing members to buy and sell almost anything. Launched in 1995, about 147 million people now use eBay. An estimated 430,000 people in the United States make all or most of their living by selling on eBay. eBays online payment service, called PayPal, enables transactions nearly anywhere in the world. eBay proclaims trust between buyers and sellers as the key to the success of the marketplace. eBay is the The worlds Online Marketplace, which is its positioning statement, and it means many things about the companys identity. It enables trade on local, national and international basis, with a diverse and passionate community of individuals and small businesses. eBay offers an online platform where millions of items are traded each day. The objective at eBay was to to develop the work ethic and culture of eBay as a fun, open and trusting environment and to keep the organization focused on the big picture objectives and key priorities. The company market capitalization had surpassed that of even Amazon.com, making it the worlds most valuable Internet retailer. Pierre Omidyar, founder, is focused to achieve excellence in strategic management for improving the companys strategy, sustaining the companys growth and business performance, and potentially expanding from online auctions into general retailing, and to become the worlds largest online mall. This research paper intends to study the click and click business model of eBay, whose competitive advantage lies in its pure play strategy, a breakthrough from the traditional brick and mortar model, which leads to sustainable growth and a competitive edge over the other retailers.

CORPORATE IDENTITY
As the worlds leading e-commerce company, eBay Inc.s global portfolio of businesses -- including eBay, PayPal, StubHub, Shopping.com and others enables hundreds of millions of people to buy, sell, and pay online. The simple, friendly design, consistent with eBays brand principles and playful personality, has become the basis of eBay Inc.s new corporate visual identity. eBay is one of the world's premier brands, with 2004 revenues of $3.27 billion. eBay is a classic customer-economy brand, having grown with minimal advertising and lots of word of mouth from passionate advocates. But recently, it has also attracted a lot of negative press by raising fees, placing the burden of fraud detection on its buyers and sellers, and abysmal customer support that amounted to little more than automated emails. eBay has initially come on strong in China, capturing an estimated 61 million Chinese users and about 55%-65% of the market. But the ultimate outcome is still in doubt. Elsewhere in Asia, eBay failed so miserably in Japan it was forced to exit the market in 2002. Its Malaysian site offers limited variety. (Its track record is much better in other international markets.) Another weakness in China is the need to adhere to eBay's global platform, which hinders customization. Finally, it lacks a Chinese online payment platform like PayPal.

Corporate strategy
The whole foundation of eBay, lies on the idea that practically anything that can be bought and sold can be facilitated through this Internet retailer, and this auction platform provider was implementing the concept of e-commerce even more forcefully. We help people trade practically anything on earth and conduct commerce through the Internet on a global basis is certainly eBays business model .This model was so effective and efficient in conducting transactions that more and more people preferred to trade online, so that they can enjoy the comfort at home or work-places and still buy things online just by the click of the mouse. Today eBay users can bid anything from office equipments to real estate to cars. It is surprisingly true but perplexing that Why has eBay prevailed, but others have failed? Though many of its successes resulted from its adaptive approach, eBays accomplishments can

also be explained by the companys consistent focus on two long-term goals that is becoming the worlds largest consumer to consumer online auction house and building out each of the five core strategies. An analysis into these strategies reveal that eBay has applied sound strategic management as adopted from Porter and other Management experts .Its whole business revolves around creating an environment where everyone can come and transact without any second thought of being cheated or misguided in any form.

The eBay Brand-At-A-Glance.

Who they are : eBay is a safe and efficient global marketplace where individuals and merchants are given equal opportunity to buy and sell an incredible variety of new and used goods at fair prices. Their Personality: eBay is genuine, surprising and just a bit quirky. About their Logo: This is the preferred version of the logo for most global applications. Using eBay URLs: The most common form of the eBay URL is: eBay._ _ _ When using this format, be sure to capitalize the B in eBay. Copyright Notice: [YEAR] eBay Inc. All rights reserved. eBay and the eBay logo are registered trademarks of eBay Inc. Designated trademarks and brands are the property of their respective owners. All items subject to availability. The eBay Logo. Like garlic to Italian cooking or curry to Indian food, the eBay logo is the most prominent ingredient in our brand identity. Whenever its seen on our Web sites, advertising, merchandise or promotional items, it is a visual emblem of everything we stand forits our signature. For this reason, it is critical that we use it with consistency. This is the preferred version of the logo for global applications. It should be used in global markets where eBay has wide awareness.

This is the preferred version of the logo for global applications. It should be used in global markets where eBay has wide awareness.

ANALYSING THE LOGO

Combination of color schemes, designs, words, etc., that a firm employs to make a visual statement about itself and to communicate its business philosophy. It is an enduringsymbol of how a firm views itself, how it wishes to be viewed by others, and how others recognize and remember it. Unlike corporate image (which is 'in there' changeable mental impression), corporate identity is 'out there' sensory-experience conveyed by things such as buildings, dcor, logo, name, slogan, stationery, uniforms, and is largely unaffected by its financial performance and ups and downs in its fortunes. Corporate-identity is either strong or weak (not positive, negative, or neutral like a corporateimage) and is more or less permanent unless changed deliberately. The identity (conveyed by its name and multicolored bitten-off-apple logo) of Apple computer, for example, as an innovative and pathbreaking firm has survived almost intact over about 30 years. But its image as a successful business has dimmed and brightened several times during the same period.

A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product. What is brand? The perceived emotional corporate image as a whole. What is identity? The visual aspects that form part of the overall brand. What is a logo? A logo identifies a business in its simplest form via the use of amark or icon. To understand what a logo is, we must first understand what it is for. A logo is for identification. A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logos derive their meaning from the quality of the thing it symbolises, not the other way around logos are there to identity, not to explain. In a nutshell, what a logomeans is more important than what it looks like. To illustrate this concept, think of logos like people. We prefer to be called by our names James, Dorothy, John rather than by the confusing and forgettable description of ourselves such as the guy who always wears pink and has blonde hair. In this same way, a logo

should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable. It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn peoples names to identify them. The logo identifies a business or product in its simplest form. With its bright colors, overlapping characters and uneven alignment, the eBay logo was designed to portray a playful, energetic brand. Because they want to take advantage of our unique mark, the eBay logo should most often be presented in full color on a white background. Quality ingredients make for a tasty meal. And we have high standards when it comes to reproducing our logo. In printed applications, our logo requires four-color process lithography using the color-separated digital artwork provided by eBay brand marketing. For on-screen applications such as a Web site, specific browser-safe RGB colors are to be used.* *Special attention should always be given to accurately matching the eBay colors. Each letter in the logo has a designated eBay primary color. Where letters overlap, specific eBay secondary colors are to be used. So we want to make sure the eBay logo has prominence in relation to other graphic elements. Whenever it is displayed, a generous area of clear, open space surrounding the logo will help ensure that the eBay logo is seen easily and identified quickly. With few exceptions, nothing else should appear within this minimum clear space box. Whenever possible, allow more clear space than this minimum. To be sure you are allowing at least the minimum clear space around the logo. THE LOGO The logo system consists of four distinct marks: Compatible Application, Developers Program Two types of Certified Provider certifications.

Color has been used to signify the appropriate relationship to the core eBay brand.

SIZE- To ensure its legibility, the minimum reproduction size of the preferred logo is .5"in length.

SPACE- A minimum clear space requirement has been established to ensure the prominence and clarity of the eBay Compatible Application logo. It is essential that the signature remain clear of all graphics, identities, photography and typography.

COLOUR- Each letter of the logo has a designated eBay primary color. Where the letters overlap, specific eBay secondary colors are to be used.In printed applications, our logo requires four-color process lithography using the color-separated digital artwork provided by eBay brand management. For onscreen applications such as a Web site, specific browser-safe RGB colors are to be used. PANTONE* colors have also been provided for use when a match color is appropriate. Due to any number of constraints, challenges may arise when applying the eBay Compatible Application logo. To provide the greatest degree of flexibility, a suite of logos has been created to satisfy a variety of reproduction methods. For each logo there are multiple color variations. Whenever possible use the full color version of the logo. It is provided in 4-color process (CMYK) or RGB for electronic use.

One Color A one color version of the logo is also provided. This version is only to be used in the event that full color is not an option. It may be reproduced in or reversed out of a variety of colors dependant on your application requirements. Gray Version A gray version of the logo should only be used when a company must also display a Certified Provider logo in the same space. In this instance, please use the configuration as seen in the example to the right. Please see the clear space rules on page 5 for the allowable distance between logos

APPLICATIONS- This page demonstrates how the guidelines presented on the previous pages can be used to successfully stage the eBay Compatible Application logo on a variety of applications. The eBay Compatible Application logo may only be used once on any given application.

RELATIONSHIP TO YOUR LOGO- The eBay Compatible Application logo should be used in a secondary position and should be no more than 20% of the total size of your organizations logo.

LEGAL-

Registered mark () must be used in all printed or broadcast displays that refer to the eBay company Trademark () must be used in all global Applications and instances where the logo is placed upon another companys product