品牌管理PPT模板(PPT30頁(yè))

1、1Digital Brand Management ServicesMarch, 201023Coca-Cola70Microsoft64IBM51Disney29McDonalds25Ford20Apple 5Amazon 3Brands in many cases can represent on average 35% of a companys market capitalization50%+Of Mkt. CapIs your Digital Brand Protected?45Growing complexity of domain name registrations driv

2、es customer towards outsourced services x192 RegistriesRestricted 106 countriesUnrestricted 86 countries3 Commercial .com, .net, .org4 Restricted .edu, .gov, .mil, int.2 Unrestricted .info, .biz5 Restrictedname, pro, aero, museum, coopDomain Names243 Country Code top level domains+ Existing gTLDs+Ne

3、w gTLDs+MultilingualBrands+Services+Products+ DivisionsCorporate Digital AssetsRegistration Requirements, Language Barrier, Time Zones, Currencies, Renewal DatesMultiLingual gTLD 130 LanguagesMultilingual ccTLD130 Languages6BRANDSProtect and PromoteIn the Digital World7 Breath of digital asset manag

4、ement services Industry expertise, enterprise customer support Financial strength and stability Market leader and Registry operator - VeriSign manages more than 80% of Fortune 1000 .com, .net and .org names - DBMS has 200 clients of the Global 500 Global Reach Serious about Security - More than 5 bi

5、llion DNS lookups per day8Strategy“Domain Names The E-Sign to Your Business” Ted ChamberlinGartner, Inc.Aug 22, 2001MonitorBuildManageSearch9 Risk tolerance ? Corporate Security? Copyright Piracy Protection? Intellectual Property Protection? E-Commerce Strategy? Brand Protection? On-line Partner Com

6、pliance? Unauthorized Distribution? Renewal Management ?10 Global Search on Domains gTLDs / cCTLDs? Trade Marks, Service Marks, Brands, Domains, Slogans? Registrant Search? Brand Presence? Home Page Content?11Search Mechanism:Crawling 40 million+ registered domains and 20 million+ home pages. Search

7、 each domain and analyze the content of the sites to determine if the site conducting eCommerce, contain objectionable content, site alive, etcMonitor if the brand name appears in either the domain, site title, meta tags, text/ link/ logo on the home page for each of the sites. If there is a hit, on

8、e count is recorded for that specific category (i.e. porn, hate, gambling, .). These are highly relevant information.Brand Presence Brand name is present within the following partsof home pages. CountPercent body161796% link1207% meta503% image131% title10% 1680 Total Home Pages Domains Brand name a

9、ppears on the following number of domains.(aggregated by TLD) CountPercent COM1239% CN516% ORG516% NET516% INFO26% CO13% UK13% 31 Total Domain Names Home Page Content Brand name appears on the following number of home pages.(aggregated by site category) CountPercent conventional166199% porn121% viol

10、ence60% gambling50% hate00% 1680 Total Home Pages 12Search Mechanism:Crawling 40 million+ registered domains and 20 million+ home pages. Search each domain and analyze the content of the sites to determine if the site conducting eCommerce, contain objectionable content, site alive, etcMonitor if the

11、 brand name appears in either the domain, site title, meta tags, text/ link/ logo on the home page for each of the sites. If there is a hit, one count is recorded for that specific category (i.e. porn, hate, gambling, .). These are highly relevant information.Brand Presence Brand name is present wit

12、hin the following partsof home pages. CountPercent body500084% link203334% meta63111% image3065% title140% 5922 Total Home Pages Domains Brand name appears on the following number of domains.(aggregated by TLD) CountPercent COM2361% INFO38% UK38% KR38% NET38% ORG38% 38 Total Domain Names Home Page C

13、ontent Brand name appears on the following number of home pages.(aggregated by site category) CountPercent conventional579198% porn781% violence541% gambling311% hate60% 5922 Total Home Pages 13 Domain Renewal Management Lock Down Domains and Standardize Manage DNS14 Global Registration Local Presen

14、ce Services Domain Recovery / Acquisition15Netherlands (.nl)Colombia (.co)Paraguay (.py)Czech Republic (.cz)Norway (.no)El Savador (.sv)Portugal (.pt)Finland (.fi)Saudi Arabia (.sa)France (.fr) More than 100 countries have a restricted domain registration process, including 7 of the top 10 markets (

15、as measured by GDP) VRSN Local Presence can help you to satisfy this requirements.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)Japan (.jp

16、)Canada (.ca)Jordan (.jo)Chile (.cl)Malaysia (.my)China (.cn)16 Global Domain and Web Watch Install Surveillance to Continuously Monitor Brands171.Domain Watch for Cybersquatting A truly unique cybersquatting solution combining 100% coverage of all TLDs, patented web crawling technology, and a case

17、management system 2.Web Watch for Online Brand Abuse (includes Domains) A truly unique brand protection solution combining 100% coverage of home pages and registered domains, patented web crawling technology, and a case management system. 3.Premium Brand Protection (Comprehensive)A comprehensive pro

18、tection solution covering 40,000,000+ domains and 5,000,000,000+ web pages, and many more.Introducing uniquely affordable brand protection services.18Master List of over 40,000,000 Registered Domains+ Monthly Searches of Every Home Page+ Detailed Attributes about Offending Site for Context+ Exclude

19、Criteria to Eliminate Irrelevant Information+ Action CenterUnique, aggressively priced online brand protection productsThese low-cost services leverage industry-proven technology.19Intelligence Center20Domain WatchWeb WatchTYPE OF BRAND ABUSE IDENTIFIED:Brand Use in Domain (cybersquatting) Brand Use

20、 in Home Page Text (visible or invisible) Brand Use in Home Page Source Code (meta tag) Brand Use in Link 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 21Domain W

21、atchWeb 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 22Domain WatchWeb WatchFILTERING AND RELEVANCY CRI

22、TERIA: 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 Traffic Exclude Previously Delivered Sites Exclude Based on Location of Brand Presen

23、ce DELIVERY:Monthly Reports Action Center Subscription 23Domain WatchWeb WatchBrand Protection (Premium)Search Scope40,000,000+ domains40,000,000+ domains20,000,000+ home pages40,000,000+ domains5,000,000,000+ web pagesSpam emailRelevancy CriteriaExclude listsExclude listsCustomer-specific configura

24、tion of scoring formulas Site AttributesYesYesYesAction CenterBasic FeaturesBasic FeaturesAdvanced Features:Batch emailUpload EvidenceFolders5 user idsA simplified comparison of Brand Monitoring Services:24New China ccTLD25262728Corporate Intellectual Property LawyersProtecting valuable trademarks a

25、nd brands on the Internet through domain namesPreventing off-shore cybersquatters from infringing on intellectual propertyPreventing litigation in foreign country to get back a domain name that is trademarked chances are youll lose!Marketing/E-CommercePromoting brands and e-commerce initiatives globally through domain name registration local content, global messageDriving traffic to e-commerce through ccTLD registrationProtecting valuable trademarks a