非常棒的国外品牌策划PPT模板.ppt

非常棒的国外品牌策划PPT模板.ppt

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1DigitalBrandManagementServicesMarch,20032Whatisthevalueofabrand?

Whatisthevalueofabrand?

3BrandsarecriticalassetstoacompanyBrandsarecriticalassetstoacompanyBrandValueinBillionsinBillionsCoca-Cola70Microsoft64IBM51Disney29McDonalds25Ford20Apple5Amazon3Brandsinmanycasescanrepresentonaverage35%ofacompanysmarketcapitalization50%+OfMkt.CapIsyourDigitalBrandProtected?

4DoestheGovernmentCare?

DoestheGovernmentCare?

5Growingcomplexityofdomainnameregistrationsdrivescustomertowardsoutsourcedservicesx192RegistriesRestricted106countriesUnrestricted86countries3C,.net,.org4Restricted.edu,.gov,.mil,int.2Unrestricted.info,.biz5Restrictedname,pro,aero,museum,coopDomainNames243CountryCodetopleveldomains+ExistinggTLDs+NewgTLDs+MultilingualBrands+Services+Products+DivisionsCorporateDigitalAssetsRegistrationRequirements,LanguageBarrier,TimeZones,Currencies,RenewalDatesMultiLingualgTLD130LanguagesMultilingualccTLD130LanguagesDomainNamesManagementChallengesDomainNamesManagementChallenges6VeriSignDigitalBrandManagementServicesVeriSignDigitalBrandManagementServicesBRANDSProtectandPromoteIntheDigitalWorld7BreathofdigitalassetmanagementservicesIndustryexpertise,enterprisecustomersupportFinancialstrengthandstabilityMarketleaderandRegistryoperator-VeriSignmanagesmorethan80%ofFortune1000.com,.netand.orgnames-DBMShas200clientsoftheGlobal500GlobalReachSeriousaboutSecurity-Morethan5billionDNSlookupsperdayDigitalBrandManagementServicesDigitalBrandManagementServicesHighlights.Highlights.8Strategy“DomainNamesTheE-SigntoYourBusiness”TedChamberlinGartner,Inc.Aug22,2001MonitorBuildManageSearchBestPractice.BestPractice.DigitalBrandManagementServicesDigitalBrandManagementServices9BestPracticeBestPracticeStrategy.Strategy.Risktolerance?

CorporateSecurity?

CopyrightPiracyProtection?

IntellectualPropertyProtection?

E-CommerceStrategy?

BrandProtection?

On-linePartnerCompliance?

UnauthorizedDistribution?

RenewalManagement?

DigitalBrandManagementServicesDigitalBrandManagementServices10BestPracticeBestPracticeResearch.Research.GlobalSearchonDomainsgTLDs/cCTLDs?

TradeMarks,ServiceMarks,Brands,Domains,Slogans?

RegistrantSearch?

BrandPresence?

HomePageContent?

DigitalBrandManagementServicesDigitalBrandManagementServices11OnlineBrandAnalysisReport:

OnlineBrandAnalysisReport:

DiscoverHongKongDiscoverHongKongSearchMechanism:

Crawling40million+registereddomainsand20million+homepages.SearcheachdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etcMonitorifthebrandnameappearsineitherthedomain,sitetitle,metatags,text/link/logoonthehomepageforeachofthesites.Ifthereisahit,onecountisrecordedforthatspecificcategory（i.e.porn,hate,gambling,.）.Thesearehighlyrelevantinformation.May22,2003.May22,2003BrandPresenceBrandnameispresentwithinthefollowingpartsofhomepages.CountPercentbody161796%link1207%meta503%image131%title10%1680TotalHomePagesDomainsBrandnameappearsonthefollowingnumberofdomains.（aggregatedbyTLD）CountPercentCOM1239%CN516%ORG516%NET516%INFO26%CO13%UK13%31TotalDomainNamesHomePageContentBrandnameappearsonthefollowingnumberofhomepages.（aggregatedbysitecategory）CountPercentconventional166199%porn121%violence60%gambling50%hate00%1680TotalHomePages12OnlineBrandAnalysisReport:

OnlineBrandAnalysisReport:

HongKongTourHongKongTourSearchMechanism:

Crawling40million+registereddomainsand20million+homepages.SearcheachdomainandanalyzethecontentofthesitestodetermineifthesiteconductingeCommerce,containobjectionablecontent,sitealive,etcMonitorifthebrandnameappearsineitherthedomain,sitetitle,metatags,text/link/logoonthehomepageforeachofthesites.Ifthereisahit,onecountisrecordedforthatspecificcategory（i.e.porn,hate,gambling,.）.Thesearehighlyrelevantinformation.May22,2003.May22,2003BrandPresenceBrandnameispresentwithinthefollowingpartsofhomepages.CountPercentbody500084%link203334%meta63111%image3065%title140%5922TotalHomePagesDomainsBrandnameappearsonthefollowingnumberofdomains.（aggregatedbyTLD）CountPercentCOM2361%INFO38%UK38%KR38%NET38%ORG38%38TotalDomainNamesHomePageContentBrandnameappearsonthefollowingnumberofhomepages.（aggregatedbysitecategory）CountPercentconventional579198%porn781%violence541%gambling311%hate60%5922TotalHomePages13BestPracticeBestPracticeManage.Manage.DomainRenewalManagementLockDownDomainsandStandardizeManageDNSDigitalBrandManagementServicesDigitalBrandManagementServices14BestPracticeBestPracticeBuild.Build.GlobalRegistrationLocalPresenceServicesDomainRecovery/AcquisitionDigitalBrandManagementServicesDigitalBrandManagementServices15Netherlands（.nl）Colombia（.co）Paraguay（.py）CzechRepublic（.cz）Norway（.no）ElSavador（.sv）Portugal（.pt）Finland（.fi）SaudiArabia（.sa）France（.f