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

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en Limba Engleză Carte Hardback – 04 Dec 2012
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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Specificații

ISBN-13: 9781118312629
ISBN-10: 1118312627
Pagini: 272
Dimensiuni: 160 x 234 x 24 mm
Greutate: 0.44 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Public țintă

Marketing and branding executives, intellectual property lawyers and strategists, and corporate leaders involved in brand building and protection to understand how to react to this unprecedented change in the Internet. An additional market will be intellectual property strategy consultants, intellectual property lawyers, valuation professionals, and intellectual asset managers who will use this book as a means to develop their strategy for brand protection and resolution of disputes. Ancillary markets will include venture capitalists and emerging companies seeking to maximize their opportunities in the changing digital world.