Domain names rewired : strategies for brand protection in the next generation of the Internet /
Wolfe, Jennifer C.
Domain names rewired : strategies for brand protection in the next generation of the Internet / Jennifer C. Wolfe and Anne H. Chasser. - Hoboken, N.J. : John Wiley & Sons, c2013. - xxxii, 230 p. : ill. ; 24 cm.
On t.p. "r" appears as registered sign.
Includes bibliographical references (p. 209-215) and index.
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
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.
9781118312629 (cloth) 9781118420027 (ebk) 9781118421772 (ebk) 9781118433935 (ebk)
2012022852
Product management.
Internet domain names.
Internet marketing.
Branding (Marketing)
Strategic planning.
HF5415.15 / W855 2013
658.8/72
Domain names rewired : strategies for brand protection in the next generation of the Internet / Jennifer C. Wolfe and Anne H. Chasser. - Hoboken, N.J. : John Wiley & Sons, c2013. - xxxii, 230 p. : ill. ; 24 cm.
On t.p. "r" appears as registered sign.
Includes bibliographical references (p. 209-215) and index.
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
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.
9781118312629 (cloth) 9781118420027 (ebk) 9781118421772 (ebk) 9781118433935 (ebk)
2012022852
Product management.
Internet domain names.
Internet marketing.
Branding (Marketing)
Strategic planning.
HF5415.15 / W855 2013
658.8/72