非常棒国外品牌策划.ppt

DigitalBrandManagementServicesMarch,20031Whatisthevalueofabrand?panyBrandValueinBillionsCoca-Cola 70Microsoft 64IBM 51Disney 29McDonalds 25Ford 20Apple 5Amazon 3Brandsinmanycasescanrepresentonaverage35%pany’smarketcapitalization50%+?3DoestheGovernmentCare?plexityofdomainnameregistrationsdrivescustomertowardsoutsourcedservicesx192RegistriesRestricted106countriesUnrestrictedmercial.com,.net,.org4Restricted.edu,.gov,.mil,.info,.biz5Restrictedname,pro,aero,museum,coopDomainNames243CountryCodetopleveldomains+ExistinggTLD’s+NewgTLD’s+MultilingualBrands+Services+Products+DivisionsCorporateDigitalAssetsRegistrationRequirements,LanguageBarrier,TimeZones,Currencies,RenewalDatesMultiLingualgTLDTLD130LanguagesDomainNamesManagementChallenges5VeriSignDigitalBrandManagementServicesBRANDSProtectandPromoteIntheDigitalWorld6BreathofdigitalassetmanagementservicesIndustryexpertise,enterprisecustomersupportFinancialstrengthandstabilityMarketleaderandRegistryoperator -VeriSignmanagesmorethan80%ofFortune1000 .com,.names -DBMShas~200clientsoftheGlobal500GlobalReachSeriousaboutSecurity -Morethan5billionDNSlookupsperdayDigitalBrandManagementServicesHighlights…..7Strategy“DomainNames–TheE-SigntoYourBusiness”…TedChamberlinGartner,,2001MonitorBuildManageSearchBestPractice…..DigitalBrandManagementServices8BestPractice >>>Strategy…..Risktolerance?CorporateSecurity?CopyrightPiracyProtection?IntellectualPropertyProtection?merceStrategy?BrandProtection?On-pliance?UnauthorizedDistribution?RenewalManagement?DigitalBrandManagementServices9BestPractice >>>Research…..GlobalSearchonDomains–TLDs?TradeMarks,ServiceMarks,Brands,Domains,Slogans?RegistrantSearch?BrandPresence?HomePageContent?DigitalBrandManagementServices10