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Domain Names Rewired. Strategies for Brand Protection in the Next Generation of the Internet

  • ID: 2216185
  • Book
  • December 2012
  • 272 Pages
  • John Wiley and Sons Ltd
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Strategies for Brand Protection in the Next Generation of the Internet

The Internet Corporation for Assigned Names and Numbers (ICANN) is moving full throttle to create the next generation of the Internet. What will change in how people use the Internet? How will businesses make money from it? How much will it cost companies to protect their brand when the Internet infinitely grows in size? Get the answers to these and more questions in Domain Names Rewired.

In an economic time where global brand protection is more important than ever, renowned IP strategists Jennifer Wolfe and Anne Chasser equip you with the tools to protect your new and existing brands in our globally changing Internet landscape.

Featuring enlightening interviews with high–level executives from the world′s leading companies; technical specialists; leaders from ICANN and other independent organizations involved in branding and intellectual property; SEO specialists; and leaders from advertising and branding agencies, Domain Names Rewired answers pressing questions, including:

  • Where can you be a market leader in an important new top–level domain?
  • How does your current Internet strategy work in the new landscape?
  • Can your dot com strategy just evolve or do you need to reinvent it?
  • Where will your consumers go if you don′t adapt?
  • What are your weaknesses and how do you overcome them?
  • Will you need resources that you currently don′t have?
  • Can you cut costs somewhere to cover new costs for your changing Internet strategy?
  • If you had endless financial resources what would you do?
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Preface ix

Acknowledgments xxxi

Chapter One The New Regime 1

An Overview of the Business Community Response to gTLDs 3

Potential Benefits for an Organization Applying for gTLDs 6

Potential Risk if Applying for gTLDs 13

The Business Model How Can It Work? 15

Chapter One Highlights 23

Chapter Two The Brand Bubble 25

The .com Phenomenon 26

Protecting Trademark Owners 31

There′s No Need for It 34

The Cost Is Just Too High 38

It s Not Fair to Small Businesses 40

What′s the Value of Your .com Now? 42

It′s All About Execution 44

Chapter Two Highlights 44

Chapter Three Building Your Brand and Social Media 47

The Emergence of Social Media and Online Communities 48

Experience with Social Media Marketing 49

What s Next? 51

It Could Change Everything 54

Chapter Three Highlights 60

Chapter Four Defending Your Brand 63

The New Domain Name Landscape 65

The Slippery Slope 75

Competitive Analysis 75

The Best Defense Is a Good Offense 77

Chapter Four Highlights 84

Chapter Five Behind the Scenes 87

How Internet Search Engines Work 88

Web Crawling 88

Meta Tags 91

Building the Index 91

The Next Generation of Search 92

Chapter Five Highlights 97

Chapter Six Forecasting the Future 99

A History Lesson 100

Interactive Initiatives and their Outcomes 107

Overstock.com o.co Rebranding 108

Facebook Connect 109

Chapter Six Highlights 111

Chapter Seven Rewiring the Internet 115

A Few Final Conclusions 115

Begin with the End in Mind 123

A Few Key Predictions 128

Chapter Seven Highlights and Concluding Trends 131

Appendix A The History and Changing Landscape of the Top–Level Domain 135

Committed Companies 135

Other Major Companies 136

Learning from gTLD History 190

What Happened with .tv? 190

The Future of .tv 194

What′s Different Now? 194

What Will Happen Next? 195

Appendix B Our Thought Leaders 197

Josh Bourne 197
Managing Partner, FairWinds Partners 197

Sarah B. Deutsch 198
Vice President and Associate General Counsel, Verizon Communication 198

Claudio Di Gangi 199
Manager, External Relations, Internet and the Judiciary, International Trademark Association 199

Cynthia L. Gibson 199
Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199

J. Scott Evans 200
Senior Legal Director, Head of Global Brand, Domains & Copyright, Yahoo! 200

Nancy H. Lutz 201
Partner, Kelley Drye & Warren, LLP 201

Steven W. Miller 201
Vice President and General Counsel, Intellectual Property, Procter & Gamble 201

Jeffrey J. Neuman 202
Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202

Russell Pangborn 203
Associate General Counsel for Trademarks, Microsoft Corporation 203

Krista Papac 204
Chief Strategy Officer, ARI Registry Services 204

Katherine A. Ruwe 205
Senior Counsel, Global Litigation and Dispute Resolution, Procter & Gamble 205

Adam Scoville 206
Trademark and Brand Protection Counsel, RE/MAX, LLC 206

Ellen Shankman 206
Principal, Ellen B. Shankman and Associates 206

Yasmin R. Tavakoli 207
Associate, Kelley Drye & Warren, LLP 207

Fabricio Vayra 208
Trademark Attorney, Time Warner Inc. 208

Nick Wood 208
Managing Director, Com Laude 208

Works Cited 209

About the Authors 217

Index 219

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Jennifer C. Wolfe
Anne H. Chasser
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