Domain Names Rewired: Strategies for Brand Protection in the Next Generation of the Internet - Hardcover

Wolfe, Jennifer C.

Hardcover

ISBN 10: 1118312627 ISBN 13: 9781118312629

Verlag: Wiley, 2012

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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. * Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others * Looks at relevant situations your corporation may deal with in creating new brands * Provides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world * Offers ideas to consider disruptive innovation in expanding .com into .anything 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.

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DOMAIN NAMES REWIRED

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?

Über diese Auflage

• Verlag: Wiley
• Erscheinungsdatum: 2012
• ISBN 10: 1118312627
• ISBN 13: 9781118312629
• Einband: Tapa dura
• Anzahl der Seiten: 272