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1
Digital Brand Management Services
March, 2003
2
What is the value of a brand?
3
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?
5
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
6
VeriSign Digital Brand Management Services
BRANDS
Protect and Promote
In the Digital World
7
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…..
8
Best Practice…..
Digital Brand Management Services
9
Best Practice Strategy…..
Risk tolerance ?
Corporate Security?
Copyright Piracy Protection?
Intellectual Property Protection?
E-Commerce Strategy?
Brand Protection?
On-line Partner Compliance?
Unauthorized Distribution?
Renewal Management ?
Digital Brand Management Services
10
Best Practice Research…..
Global Search on Domains – gTLDs / cCTLDs?
Trade Mark
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