非常棒的国外品牌策划模板.ppt
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1、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-Cola70Microsoft64IBM51Disney29McDonalds25Ford20Apple 5Amazon 3,Brands in many cases can represent on average 35%of a companys market capitalization,50
2、%+Of Mkt.Cap,Is your Digital Brand Protected?,4,Does the Government Care?,5,Growing complexity of domain name registrations drives customer towards outsourced services,x,192 Registries,Restricted 106 countries,Unrestricted 86 countries,3 C,.net,.org,4 Restricted.edu,.gov,.mil,int.,2 Unrestricted.inf
3、o,.biz,5 Restrictedname,pro,aero,museum,coop,Domain Names243 Country Code top level domains+Existing gTLDs+New gTLDs+Multilingual,Brands+Services+Products+Divisions,Corporate Digital Assets,Registration Requirements,Language Barrier,Time Zones,Currencies,Renewal Dates,MultiLingual gTLD 130 Languages
4、,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 servicesIndustry expertise,enterprise customer supportFinancial strength and stabilityMarket leader an
5、d Registry operator-VeriSign manages more than 80%of Fortune ,.net and.org names-DBMS has 200 clients of the Global 500Global 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 P
6、ractice 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
7、 Domains gTLDs/cCTLDs?Trade Marks,Service Marks,Brands,Domains,Slogans?Registrant Search?Brand Presence?Home Page Content?,Digital Brand Management Services,11,Online Brand Analysis Report:Discover Hong Kong,Search Mechanism:Crawling 40 million+registered domains and 20 million+home pages.Search eac
8、h 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 sites.If there is a hit,one count is rec
9、orded for that specific category(i.e.porn,hate,gambling,.).These are highly relevant information.,.May 22,2003,12,Online Brand Analysis Report:Hong Kong Tour,Search Mechanism:Crawling 40 million+registered domains and 20 million+home pages.Search each domain and analyze the content of the sites to d
10、etermine 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 sites.If there is a hit,one count is recorded for that specific category(i.e.porn,hate,gam
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