非常棒的国外品牌策划模板-精品·公开课件.ppt

* * * * * * Digital Brand Management Services March, 2003 * What is the value of a brand? * Brands are critical assets to a company Brand Value in Billions Coca-Cola 70 Microsoft 64 IBM 51 Disney 29 McDonalds 25 Ford 20 Apple 5 Amazon 3 Brands in many cases can represent on average 35% of a company’s market capitalization 50%+ Of Mkt. Cap Is your Digital Brand Protected? * Does the Government Care? * Growing complexity of domain name registrations drives customer towards outsourced services x 192 Registries Restricted 106 countries Unrestricted 86 countries 3 Commercial .com, .net, .org 4 Restricted .edu, .gov, .mil, int. 2 Unrestricted .info, .biz 5 Restrictedname, pro, aero, museum, coop Domain Names243 Country Code top level domains + Existing gTLD’s + New gTLD’s + Multilingual Brands + Services + Products + Divisions Corporate Digital Assets Registration Requirements, Language Barrier, Time Zones, Currencies, Renewal Dates MultiLingual gTLD 130 Languages Multilingual ccTLD130 Languages Domain Names Management Challenges * VeriSign Digital Brand Management Services BRANDS Protect and Promote In the Digital World * Breath of digital asset management 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 billion DNS lookups per day Digital Brand Management Services Highlights….. * Strategy “Domain Names – The E-Sign to Your Business” … Ted Chamberlin Gartner, Inc. Aug 22, 2001 Monitor Build Manage Search Best Practice….. Digital Brand Management Services * Best Practice  Strategy….. Risk tolerance ? Corporate Security? Copyright Piracy Protection? Intellectual Property Protection? E-Commerce Strategy? Brand Protection? On-line Partner Compliance? Unau