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1、1Digital Brand Management ServicesMarch, 20032What is the value of a brand?3Brands are critical assets to a companyBrand Value in BillionsCoca-Cola70Microsoft64IBM51Disney29McDonalds25Ford20Apple 5Amazon 3Brands in many cases can represent on average 35% of a companys market capitalization50%+Of Mkt

2、. CapIs your Digital Brand Protected?4Does the Government Care?5Growing complexity of domain name registrations drives customer towards outsourced services x192 RegistriesRestricted 106 countriesUnrestricted 86 countries3 Commercial , .net, .org4 Restricted .edu, .gov, .mil, int.2 Unrestricted .info

3、, .biz5 Restrictedname, pro, aero, museum, coopDomain Names243 Country Code top level domains+ Existing gTLDs+New gTLDs+MultilingualBrands+Services+Products+ DivisionsCorporate Digital AssetsRegistration Requirements, Language Barrier, Time Zones, Currencies, Renewal DatesMultiLingual gTLD 130 Langu

4、agesMultilingual ccTLD130 LanguagesDomain Names Management Challenges6VeriSign Digital Brand Management ServicesBRANDSProtect and PromoteIn the Digital World7Breath of digital asset management servicesIndustry expertise, enterprise customer supportFinancial strength and stabilityMarket leader and Re

5、gistry operator - VeriSign manages more than 80% of Fortune 1000 , .net and .org names - DBMS has 200 clients of the Global 500Global Reach Serious about Security - More than 5 billion DNS lookups per dayDigital Brand Management ServicesHighlights.8Strategy“Domain Names The E-Sign to Your Business T

6、ed ChamberlinGartner, Inc.Aug 22, 2001MonitorBuildManageSearchBest Practice.Digital Brand Management Services9Best Practice Strategy. Risk tolerance ? Corporate Security? Copyright Piracy Protection? Intellectual Property Protection? E-Commerce Strategy? Brand Protection? On-line Partner Compliance?

7、 Unauthorized Distribution? Renewal Management ?Digital Brand Management Services10Best Practice Research. Global Search on Domains gTLDs / cCTLDs? Trade Marks, Service Marks, Brands, Domains, Slogans? Registrant Search? Brand Presence? Home Page Content?Digital Brand Management Services11Online Bra

8、nd Analysis Report:Discover Hong KongSearch 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 brand name app

9、ears 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. May 22, 2003Brand Presence Brand name is present within

10、 the following partsof home pages. CountPercent body161796% link1207% meta503% image131% title10% 1680 Total Home Pages Domains Brand name appears on the following number of domains.(aggregated by TLD) CountPercent COM1239% CN516% ORG516% NET516% INFO26% CO13% UK13% 31 Total Domain Names Home Page C

11、ontent Brand name appears on the following number of home pages.(aggregated by site category) CountPercent conventional166199% porn121% violence60% gambling50% hate00% 1680 Total Home Pages 12Online Brand Analysis Report:Hong Kong TourSearch Mechanism:Crawling 40 million+ registered domains and 20 m

12、illion+ 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 brand name appears in either the domain, site title, meta tags, text/ link/ logo on the home page for each of the si

13、tes. If there is a hit, one count is recorded for that specific category (i.e. porn, hate, gambling, ). These are highly relevant information. May 22, 2003Brand Presence Brand name is present within the following partsof home pages. CountPercent body500084% link203334% meta63111% image3065% title140

14、% 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 Content Brand name appears on the following number of home pages.(aggregated by site category) CountPercen

15、t conventional579198% porn781% violence541% gambling311% hate60% 5922 Total Home Pages 13Best Practice Manage. Domain Renewal Management Lock Down Domains and Standardize Manage DNSDigital Brand Management Services14Best Practice Build. Global Registration Local Presence Services Domain Recovery / A

16、cquisitionDigital Brand Management Services15Netherlands (.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

17、 (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 (.

18、jp)Canada (.ca)Jordan (.jo)Chile (.cl)Malaysia (.my)China ()Global Registration - Local Presence Qualification16Best Practice Monitoring. Global Domain and Web Watch Install Surveillance to Continuously Monitor BrandsDigital Brand Management Services17Digital Brand Management ServicesDomain Watch fo

19、r Cybersquatting A truly unique cybersquatting solution combining 100% coverage of all TLDs, patented web crawling technology, and a case management system Web Watch for Online Brand Abuse (includes Domains) A truly unique brand protection solution combining 100% coverage of home pages and registere

20、d domains, patented web crawling technology, and a case management system. Premium Brand Protection (Comprehensive)A comprehensive protection solution covering 40,000,000+ domains and 5,000,000,000+ web pages, and many more.Introducing uniquely affordable brand protection services.18Watch ProductsMa

21、ster List of over 40,000,000 Registered Domains+ Monthly Searches of Every Home Page+ Detailed Attributes about Offending Site for Context+ Exclude Criteria to Eliminate Irrelevant Information+ Action CenterUnique, aggressively priced online brand protection productsThese low-cost services leverage

22、industry-proven technology.Digital Brand Management Services19Intelligence CenterTechnology of Intelligence CenterDigital Brand Management Services20Product DetailsDomain WatchWeb WatchTYPE OF BRAND ABUSE IDENTIFIED:Brand Use in Domain (cybersquatting) Brand Use in Home Page Text (visible or invisib

23、le)Brand Use in Home Page Source Code (meta tag)Brand Use in Link on Home PageLogo Use on Home PageMATCHING TECHNOLOGY:Wildcard Search within DomainCommon Misspellings within DomainUse of Special Characters within DomainExact Match on Home PageDigital Brand Management Services21Product Details Conti

24、nuedDomain WatchWeb WatchCONTEXTUAL INFORMATION PROVIDED:Site Status (Live, Parked, Error)eCommerce Status (Yes or No)Objectionable Content Flag (Hate, Violence, Gambling, Pornography)Site TrafficArchive Version of PageSite Registration Contact InformationDigital Brand Management Services22Product D

25、etails 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 Traffic Exclude Prev

26、iously Delivered SitesExclude Based on Location of Brand Presence DELIVERY:Monthly Reports Action Center Subscription Digital Brand Management Services23Brand Monitoring Services ComparisonDomain WatchWeb WatchBrand Protection (Premium)Search Scope40,000,000+ domains40,000,000+ domains20,000,000+ ho

27、me pages40,000,000+ domains5,000,000,000+ web pagesSpam emailRelevancy CriteriaExclude listsExclude listsCustomer-specific configuration of scoring formulas Site AttributesYesYesYesAction CenterBasic FeaturesBasic FeaturesAdvanced Features:Batch emailUpload EvidenceFolders5 user idsA simplified comp

28、arison of Brand Monitoring Services:Digital Brand Management Services24New China ccTLDDBM Portal Home Page.Digital Brand Management Services25Domains reporting.Digital Brand Management Services26Domain Manage Home Page.Digital Brand Management Services27Task Order Audit Trail.Digital Brand Managemen

29、t Services28Corporate Intellectual Property LawyersProtecting valuable trademarks and 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