Key Concept
Brands affect sell prices Items for sale on eBay have both a manufacturer's brand name and the seller's brand name.
Consider a cell phone purchased online from Verizon Wireless for $150. If the exact same phone in identical condition can be purchased from a reseller on eBay for $100, the value of Verizon's brand is $50 more than the reseller's brand.
This means buyers believe Verizon provides $50 more value than the reseller.
Tutorial
How to measure your own brand power
In almost all of the eBay markets I've analyzed, I see top sellers that command above average prices and success rates. There are tens of thousands of these sellers that excel at making each sale count. They have a sales formula that builds their seller brand value.Begin by researching your own sales performance.
|
These two numbers are the most important sales metrics of your business. You can find them here when you enter your eBay ID. I'll show you an example seller's performance to illustrate this.
In this screen shot, you can see this seller's overall success rate is 75% and the average sold price (or average sell price) is $134.78. Below the summary, you can see all of the sales are in the Women's suit category. The information shown is for the brand "Tahari" with keywords "NWT suit".
Now compare these sales figures to the market average for "Tahari NWT suit".
The overall market average success rate is 64% and the average sold price is $79.62.
With this tool, you can research the value of the seller's brand name on eBay. The brand value is $134.78 - $79.62 = $55 more per item than the brand name of an average seller.
Now it's your turn:
Research your sales for a particular brand and item type that you frequently sell. Try it here
In this example, I'll set the keyword input box to DVD and the brand input box to Disney. Make sure you include your eBay ID, optionally select a top level category and click the "search" button. You may wish to print your results.
Next, remove your eBay ID and click "search". This is the market average for this type of item.
If I sold single DVDs rather than lots, I would select the leaf category: DVDs & Movies > DVD.
Your brand value = your average sell price - $13.30
Your brand value can be negative. A negative brand value means buyers perceive you to be more risky than an average seller or the item is of lower quality than average.
In another article, we will include your success rate in the brand value calculation. We'll also discuss the concept of a brand promise and how you build your brand value.
Warmest regards, Michelle
Disclaimer of Liabilities and Warranties:
ENDORSEMENTS AND VIEWS. The views, conclusions, findings and opinions of the authors are those of the authors and do not necessarily reflect the views of individual eBay sellers, eBay or DataUnison.
