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How To Protect Your Brand Online
An online brand defense strategy can prove not only to be a source of costs, but also a source of profit.
The management of a domain name portfolio results from a series of analyses and reflections. The registration of domain names is only the last step in an effort to create both offensive and defensive strategies.
Rather than being an initial cost, it is the beginning of long-term investment with 2 principal objectives:
To attract qualified traffic on your site, which creates revenues from brand awareness.
To assure that illegitimate third parties are unable to use the name of a brand that does not belong to them, oftentimes for speculative means (such as trying to resell the domain name to the actual brand or divert traffic to a counterfeiting website.)
The objective of the defense strategy is as much to generate traffic as to avoid losing it.
Let’s remember that re-buying of a domain name can cost several thousand Euros and that a UDRP (Unified domain name dispute resolution policy) procedure also has a cost and that it does not guarantee the recovery of the domain name. The initial price of purchase of a domain name, however, will vary from a few Euros from a discounter to several tens of Euros from a provider who will ensure the registration of the domain name, offer all the necessary recommendations in advance and also advise you on how to make the domain name as profitable as possible. It is noteworthy that the price of providers will also depend on the span of years and the rule of the concerned country.
Other than the cost of domain name providers, the potential loss of traffic and brand awareness (and in turn revenue...) must also be taken into account. A domain name makes up an integral part of a company, and a real resale and exchange market now exists.
A few examples:
The average cost of a domain name is 1,440 Euros, 21% less than in 2007.
The .COM extension has stayed the most important in terms of generic TLDs, comprising 76% of operations.
Two sales went over the 1 million dollar mark in 2008. They are kredit.de, and invest.com.
The number of transactions has gone up 35% and the transactional volume has gone up 8% since last year.
In conclusion, if it is well handled, an online brand defense strategy will serve in the interest of protection as well as in the interest or promotion. Indeed, domain names are registered in country extensions of the targeted current and future markets. When well handled, they are configured in a way that any Internet user in the subsidiary’s country who types the brand’s name in their Web navigator, followed by their country extension will be redirected to the brand’s main site (in that country’s language if possible.)
At Vanksen, we are specialists in online brand protection. Please do not hesitate to contact us for information or advice.
Sources
The original post on culture-buzz.fr
Translated by H. Turner
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