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1、1DigitalBrandManagementServicesMarch,20032BrandsarecriticalassetstoacompanyBrandValueinBillionsCoca-Cola70Microsoft64IBM51Disney29McDonalds25Ford20Apple5Amazon3Brandsinmanycasescanrepresentonaverage35%ofacompany’smarketcapitalization50%+OfMkt.CapIsyourDigita
2、lBrandProtected?3Growingcomplexityofdomainnameregistrationsdrivescustomertowardsoutsourcedservicesx192RegistriesRestricted106countriesUnrestricted86countries3Commercial.com,.net,.org4Restricted.edu,.gov,.mil,int.2Unrestricted.info,.biz5Restrictedname,pro,aer
3、o,museum,coopDomainNames243CountryCodetopleveldomains+ExistinggTLD’s+NewgTLD’s+MultilingualBrands+Services+Products+DivisionsCorporateDigitalAssetsRegistrationRequirements,LanguageBarrier,TimeZones,Currencies,RenewalDatesMultiLingualgTLD130LanguagesMultiling
4、ualccTLD130LanguagesDomainNamesManagementChallenges4Strategy“DomainNames–TheE-SigntoYourBusiness”…TedChamberlinGartner,Inc.Aug22,2001MonitorBuildManageSearchBestPractice…..DigitalBrandManagementServices5BestPractice >>>Research…..GlobalSearchonDomains–gTLDs/
5、cCTLDs?TradeMarks,ServiceMarks,Brands,Domains,Slogans?RegistrantSearch?BrandPresence?HomePageContent?DigitalBrandManagementServices6OnlineBrandAnalysisReport: DiscoverHongKongSearchMechanism:Crawling40million+registereddomainsand20million+homepages.Searcheac
6、hdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etc…Monitorifthebrandnameappearsineitherthedomain,sitetitle,metatags,text/link/logoonthehomepageforeachofthesites.Ifthereisahit,onecountisrecor
7、dedforthatspecificcategory(i.e.porn,hate,gambling,....).Thesearehighlyrelevantinformation.…..May22,2003BrandPresenceBrandnameispresentwithinthefollowingparts ofhomepages.CountPercentbody161796%link1207%meta503%image131%title10%1680TotalHomePagesDomainsBrandn
8、ameappearsonthefollowingnumberofdomains. (aggregatedbyTLD)CountPercentCOM1239%CN516%ORG516%NET516%INFO26%CO13%UK13%31TotalDomainNamesHomePageContentBrandnameappearsonthefollowingnumberofhomepage
