Branding is a dynamic activity and an important part of any business, good branding will help a company overcome competition, while poor branding will make things worse. eBay’s findings that their most active site users were, small traders and serious collectors helped them to establish their marketing efforts towards building the eBay brand in the minds of these consumers. They did this through advertising in niche publications and exhibiting at trade shows, this method of targeting specific segments would give eBay a more credible image. Although this is a good way to attract eBay’s most valuable users – they may suffer from cutting down the target audience to niche markets