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Domain Names Rewired
Strategies for Brand Protection in the Next Generation of the Internet
Jennifer C. Wolfe (Author), Anne H. Chasser (Author)
9781118312629, Wiley
Hardback, published 4 December 2012
272 pages
23.6 x 15.8 x 2.5 cm, 0.467 kg
An essential guide to navigating the shifting Internet landscape The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape? In an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in Domain Names Rewired. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet. The rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in Domain Names Rewired.
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 Sarah B. Deutsch 198 Claudio Di Gangi 199 Cynthia L. Gibson 199 J. Scott Evans 200 Nancy H. Lutz 201 Steven W. Miller 201 Jeffrey J. Neuman 202 Russell Pangborn 203 Krista Papac 204 Katherine A. Ruwe 205 Adam Scoville 206 Ellen Shankman 206 Yasmin R. Tavakoli 207 Fabricio Vayra 208 Nick Wood 208 Works Cited 209 About the Authors 217 Index 219
Managing Partner, FairWinds Partners 197
Vice President and Associate General Counsel, Verizon Communication 198
Manager, External Relations, Internet and the Judiciary, International Trademark Association 199
Executive Vice President, Legal Affairs, Scripps Networks Interactive Inc. 199
Senior Legal Director, Head of Global Brand, Domains & Copyright, Yahoo! 200
Partner, Kelley Drye & Warren, LLP 201
Vice President and General Counsel, Intellectual Property, Procter & Gamble 201
Vice President, Business Affairs, Enterprise Services, NeuStar, Inc. 202
Associate General Counsel for Trademarks, Microsoft Corporation 203
Chief Strategy Officer, ARI Registry Services 204
Senior Counsel, Global Litigation and Dispute Resolution, Procter & Gamble 205
Trademark and Brand Protection Counsel, RE/MAX, LLC 206
Principal, Ellen B. Shankman and Associates 206
Associate, Kelley Drye & Warren, LLP 207
Trademark Attorney, Time Warner Inc. 208
Managing Director, Com Laude 208
Subject Areas: Business & management [KJ]
