非常棒国外品牌策划模板.ppt

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2、erage 35%of a companys market capitalization50%+Of Mkt.CapIs your Digital Brand Protected?3Does the Government Care?Does the Government Care?4Growing complexity of domain name registrations drives customer towards outsourced services x192 RegistriesRestricted 106countriesUnrestricted 86countries3 Co

3、mmercial ,.net,.org4 Restricted.edu,.gov,.mil,int.2 Unrestricted.info,.biz5 Restrictedname,pro,aero,museum,coopDomain Names243CountryCodetopleveldomains+ExistinggTLDs+NewgTLDs+MultilingualBrands+Services+Products+DivisionsCorporateDigitalAssetsRegistrationRequirements,LanguageBarrier,TimeZones,Curre

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8、 Brand Management Services9Best Practice Best Practice Research.Research.Global Search on Domains gTLDs/cCTLDs?Trade Marks,Service Marks,Brands,Domains,Slogans?Registrant Search?Brand Presence?Home Page Content?Digital Brand Management ServicesDigital Brand Management Services10Online Brand Analysis

9、 Report:Online Brand Analysis Report:Discover Hong KongDiscover Hong KongSearch Mechanism:Crawling40million+registereddomainsand20million+homepages.SearcheachdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etcMonitorifthebrandnameappe

10、arsineitherthedomain,sitetitle,metatags,text/link/logoonthehomepageforeachofthesites.Ifthereisahit,onecountisrecordedforthatspecificcategory(i.e.porn,hate,gambling,.).Thesearehighlyrelevantinformation.May 22,2003.May 22,2003Brand Presence Brand name is present within the following partsof home pages

11、.CountPercentbody161796%link1207%meta503%image131%title10%1680 Total Home Pages Domains Brand name appears on the following number of domains.(aggregated by TLD)CountPercentCOM1239%CN516%ORG516%NET516%INFO26%CO13%UK13%31 Total Domain Names Home Page Content Brand name appears on the following number

12、 of home pages.(aggregated by site category)CountPercentconventional166199%porn121%violence60%gambling50%hate00%1680 Total Home Pages 11Online Brand Analysis Report:Online Brand Analysis Report:Hong Kong TourHong Kong TourSearch Mechanism:Crawling40million+registereddomainsand20million+homepages.Sea

13、rcheachdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etcMonitorifthebrandnameappearsineitherthedomain,sitetitle,metatags,text/link/logoonthehomepageforeachofthesites.Ifthereisahit,onecountisrecordedforthatspecificcategory(i.e.porn,h

14、ate,gambling,.).Thesearehighlyrelevantinformation.May 22,2003.May 22,2003Brand Presence Brand name is present within the following partsof home pages.CountPercentbody500084%link203334%meta63111%image3065%title140%5922 Total Home Pages Domains Brand name appears on the following number of domains.(ag

15、gregated by TLD)CountPercentCOM2361%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)CountPercentconventional579198%porn781%violence541%gambling311%hate60%5922 Total Home Pages 12Best Practice B

16、est Practice Manage.Manage.Domain Renewal Management Lock Down Domains and Standardize Manage DNSDigital Brand Management ServicesDigital Brand Management Services13Best Practice Best Practice Build.Build.Global Registration Local Presence Services Domain Recovery/AcquisitionDigital Brand Management

17、 ServicesDigital Brand Management Services14Netherlands(.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(as measured

18、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)Canada(.ca)Jordan(.jo)Chile(.

19、cl)Malaysia(.my)China(.cn)Global Registration-Global Registration-Local Presence QualificationLocal Presence Qualification15Best Practice Best Practice Monitoring.Monitoring.Global Domain and Web Watch Install Surveillance to Continuously Monitor BrandsDigital Brand Management ServicesDigital Brand

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25、e 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 Services20Product Details ContinuedProduct Details ContinuedDomain WatchWeb Wa

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27、duct Details ContinuedProduct 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 Amoun

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