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Domain Names Rewired : Strategies for Brand Protection in the Nex
Free US Delivery | ISBN:1118312627
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“Former library book; may include library markings. Used book that is in excellent condition. May ”... Read moreAbout condition
Very Good
A book that has been read and does not look new, but is in excellent condition. No obvious damage to the book cover, with the dust jacket (if applicable) included for hard covers. No missing or damaged pages, no creases or tears, no underlining or highlighting of text, and no writing in the margins. Some identifying marks on the inside cover, but this is minimal. Very little wear and tear. See the seller’s listing for full details and description of any imperfections.
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Item specifics
- Condition
- Very Good
- Seller notes
- Special Attributes
- EX-LIBRARY
- Publication Name
- Wiley & Sons, Incorporated, John
- ISBN
- 9781118312629
About this product
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1118312627
ISBN-13
9781118312629
eBay Product ID (ePID)
117280062
Product Key Features
Book Title
Domain Names Rewired : Strategies for Brand Protection in the Next Generation of the Internet
Number of Pages
272 Pages
Language
English
Publication Year
2012
Topic
Marketing / General, Consumer Guides, Intellectual Property / General, E-Commerce / Internet Marketing, Strategic Planning
Illustrator
Yes
Genre
Law, Reference, Business & Economics
Format
Hardcover
Dimensions
Item Height
1 in
Item Weight
16.5 Oz
Item Length
9.3 in
Item Width
6.2 in
Additional Product Features
Intended Audience
Trade
LCCN
2012-022852
Dewey Edition
23
Dewey Decimal
658.8/72
Table Of Content
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
Synopsis
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., 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 worlds 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 dont adapt? What are your weaknesses and how do you overcome them? Will you need resources that you currently dont 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?, 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 ., 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 .
LC Classification Number
HF5415.15.W65 2013
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