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1、1Brands are critical assets to a companyBrands are critical assets to a companyBrand Value in Billionsin BillionsCoca-Cola70Microsoft64IBM51Disney29McDonalds25Ford20Apple 5Amazon 3Brands in many cases can represent on average 35%of a companys market capitalization50%+Of Mkt.CapIs your Digital Brand
2、Protected?第1页/共29页2Does the Government Care?Does the Government Care?第2页/共29页3Growing complexity of domain name registrations drives customer towards outsourced services x192 RegistriesRestricted 106countriesUnrestricted 86countries3 C,.net,.org4 Restricted.edu,.gov,.mil,int.2 Unrestricted.info,.biz
3、5 Restrictedname,pro,aero,museum,coopDomain Names243CountryCodetopleveldomains+ExistinggTLDs+NewgTLDs+MultilingualBrands+Services+Products+DivisionsCorporateDigitalAssetsRegistrationRequirements,LanguageBarrier,TimeZones,Currencies,RenewalDatesMultiLingual gTLD130LanguagesMultilingual ccTLD130Langua
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5、inancialstrengthandstabilityMarketleaderandRegistryoperator-VeriSignmanagesmorethan80%ofF,.netand.orgnames-DBMShas200clientsoftheGlobal500GlobalReachSeriousaboutSecurity-Morethan5billionDNSlookupsperdayDigital Brand Management ServicesDigital Brand Management ServicesHighlights.Highlights.第5页/共29页6S
6、trategy“Domain Names The E-Sign to Your Business”Ted ChamberlinGartner,Inc.Aug 22,2001MonitorBuildManageSearchBest Practice.Best Practice.Digital Brand Management ServicesDigital Brand Management Services第6页/共29页7Best Practice Best Practice Strategy.Strategy.Risk tolerance?Corporate Security?Copyrig
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8、 Domains gTLDs/cCTLDs?Trade Marks,Service Marks,Brands,Domains,Slogans?Registrant Search?Brand Presence?Home Page Content?Digital Brand Management ServicesDigital Brand Management Services第8页/共29页9Online Brand Analysis Report:Discover Hong KongSearch Mechanism:Crawling40million+registereddomainsand2
9、0million+homepages.SearcheachdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etcMonitorifthebrandnameappearsineitherthedomain,sitetitle,metatags,text/link/logoonthehomepageforeachofthesites.Ifthereisahit,onecountisrecordedforthatspeci
10、ficcategory(i.e.porn,hate,gambling,.).Thesearehighlyrelevantinformation.May 22,2003.May 22,2003BrandPresenceBrandnameispresentwithinthefollowingpartsofhomepages.CountPercentbody161796%link1207%meta503%image131%title10%1680TotalHomePagesDomainsBrandnameappearsonthefollowingnumberofdomains.(aggregated
11、byTLD)CountPercentCOM1239%CN516%ORG516%NET516%INFO26%CO13%UK13%31TotalDomainNamesHomePageContentBrandnameappearsonthefollowingnumberofhomepages.(aggregatedbysitecategory)CountPercentconventional166199%porn121%violence60%gambling50%hate00%1680TotalHomePages第9页/共29页10Online Brand Analysis Report:Hong
12、Kong TourSearch Mechanism:Crawling40million+registereddomainsand20million+homepages.SearcheachdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etcMonitorifthebrandnameappearsineitherthedomain,sitetitle,metatags,text/link/logoonthehomep
13、ageforeachofthesites.Ifthereisahit,onecountisrecordedforthatspecificcategory(i.e.porn,hate,gambling,.).Thesearehighlyrelevantinformation.May 22,2003.May 22,2003BrandPresenceBrandnameispresentwithinthefollowingpartsofhomepages.CountPercentbody500084%link203334%meta63111%image3065%title140%5922TotalHo
14、mePagesDomainsBrandnameappearsonthefollowingnumberofdomains.(aggregatedbyTLD)CountPercentCOM2361%INFO38%UK38%KR38%NET38%ORG38%38TotalDomainNamesHomePageContentBrandnameappearsonthefollowingnumberofhomepages.(aggregatedbysitecategory)CountPercentconventional579198%porn781%violence541%gambling311%hate
15、60%5922TotalHomePages第10页/共29页11Best Practice Best Practice Manage.Manage.Domain Renewal Management Lock Down Domains and Standardize Manage DNSDigital Brand Management ServicesDigital Brand Management Services第11页/共29页12Best Practice Best Practice Build.Build.Global Registration Local Presence Serv
16、ices Domain Recovery/AcquisitionDigital Brand Management ServicesDigital Brand Management Services第12页/共29页13Netherlands(.nl)Colombia(.co)Paraguay(.py)Czech Republic(.cz)Norway(.no)El Savador(.sv)Portugal(.pt)Finland(.fi)Saudi Arabia(.sa)France(.fr)Morethan100countrieshavearestricteddomainregistrati
17、onprocess,including7ofthetop10markets(asmeasuredbyGDP)VRSNLocalPresencecanhelpyoutosatisfythisrequirements.South Korea(.kr)Germany(.de)Singapore(.sg)Hong Kong(.hk)Spain(.es)Hungary(.hu)Sweden(.se)Iceland(.is)Taiwan(.tw)India(.in)Vietnam(.vn)Australia(.au)Ireland(.ie)Boliva(.bo)Italy(.it)Brazil(.br)J
18、apan(.jp)Canada(.ca)Jordan(.jo)Chile(.cl)Malaysia(.my)China(.cn)Global Registration-Global Registration-Local Presence QualificationLocal Presence Qualification第13页/共29页14Best Practice Best Practice Monitoring.Monitoring.Global Domain and Web Watch Install Surveillance to Continuously Monitor Brands
19、Digital Brand Management ServicesDigital Brand Management Services第14页/共29页15Digital Brand Management Services1.Domain Watch for Cybersquatting A truly unique cybersquatting solution combining 100%coverage of all TLDs,patented web crawling technology,and a case management system 2.Web Watch for Onli
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23、ence CenterDigital Brand Management ServicesDigital Brand Management Services第17页/共29页18Product DetailsDomain WatchWeb WatchTYPE OF BRAND ABUSE IDENTIFIED:Brand Use in Domain(cybersquatting)Brand Use in Home Page Text(visible or invisible)Brand Use in Home Page Source Code(meta tag)Brand Use in Link
24、 on Home Page Logo Use on Home Page MATCHING TECHNOLOGY:Wildcard Search within Domain Common Misspellings within Domain Use of Special Characters within Domain Exact Match on Home Page Digital Brand Management ServicesDigital Brand Management Services第18页/共29页19Product Details ContinuedDomain WatchW
25、eb WatchCONTEXTUAL INFORMATION PROVIDED:Site Status(Live,Parked,Error)eCommerce Status(Yes or No)Objectionable Content Flag(Hate,Violence,Gambling,Pornography)Site Traffic Archive Version of Page Site Registration Contact Information Digital Brand Management ServicesDigital Brand Management Services
26、第19页/共29页20Product Details ContinuedDomain WatchWeb WatchFILTERING AND RELEVANCY CRITERIA:Exclude Based on List of Sites Exclude Based on Top-Level Domains Exclude Based on Site Status Exclude Based on Objectionable Content Exclude Based on eCommerce Status Excluded Based on Minimum Amount of Site T
27、raffic Exclude Previously Delivered Sites Exclude Based on Location of Brand Presence DELIVERY:Monthly Reports Action Center Subscription Digital Brand Management ServicesDigital Brand Management Services第20页/共29页21Brand Monitoring Services ComparisonDomain WatchWeb WatchBrand Protection(Premium)Sea
28、rch Scope40,000,000+domains40,000,000+domains20,000,000+home pages40,000,000+domains5,000,000,000+web pagesSpam emailRelevancy CriteriaExclude listsExclude listsCustomer-specific configuration of scoring formulas Site AttributesYesYesYesAction CenterBasic FeaturesBasic FeaturesAdvanced Features:Batc
29、h emailUpload EvidenceFolders5 user idsA simplified comparison of Brand Monitoring Services:Digital Brand Management ServicesDigital Brand Management Services第21页/共29页22New China ccTLDDBM Portal Home Page.DBM Portal Home Page.Digital Brand Management ServicesDigital Brand Management Services第22页/共29
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31、 Management ServicesDigital Brand Management Services第25页/共29页26Corporate Intellectual Property LawyersProtectingvaluabletrademarksandbrandsontheInternetthroughdomainnamesPreventingoff-shorecybersquattersfrominfringingonintellectualpropertyPreventinglitigationinforeigncountrytogetbackadomainnamethat
32、istrademarkedchancesareyoulllose!Marketing/E-CommercePromotingbrandsande-commerceinitiativesgloballythroughdomainnameregistrationlocalcontent,globalmessageDrivingtraffictoe-commercethroughccTLDregistrationProtectingvaluabletrademarksandbrandsontheInternetthroughdomainnamesWebmaster/Technical Contact
33、sManagingtheinventoryofdomainsandreceivingaconsolidatedquarterlybillingstatementRenewingdomainsautomaticallyandpayinginaforeigncurrencywhenrequiredProvidingsecurityforgTLDsdomainnamespreventingunauthorizedmodificationsordeactivationsCustomer Benefits.Customer Benefits.Digital Brand Management Servic
34、esDigital Brand Management Services第26页/共29页27bMasterServicesAgreement:NoP.O.ormoneyneededtoexecute2yearterm,automatic2yearrenewalsDesignateupto5individualstoplacetaskordersAutomaticdiscountonpremiumservicessuchasinternationalregistrationsDedicatedaccountteamfromVeriSignDigitalBrandManagementService
35、sService-levelguaranteeTaskOrderOnlinePortalManagementImplementation is easy.Implementation is easy.Digital Brand Management ServicesDigital Brand Management Services第27页/共29页28Digital Brand Management ServicesPortfolio of global digital brand assetsEnterprise level of serviceAuthoritative industry knowledgeProtect and PromoteDriving Brand Value in the Digital World第28页/共29页29感谢您的观看！第29页/共29页