MARCH 2009
Harness the power of your domain
Managing Intellectual Property
Elisa Cooper advises brand owners to maximise the potential of a domain name portfolio in an economic downturn
| One-minute read |
| In a distressed economic climate, companies must explore all options for protecting and building upon key sources of revenue, including domain names. By taking steps to ensure that active domains are sufficiently protected, that unused domains are identified and sold as a means of generating revenue and that defensive registrations are utilised to direct web traffic to live sites, corporations can maximise the value of their domain portfolios. Most importantly, companies should develop and implement clear domain policies and choose online brand strategies that make the most sense for their particular business models. As ICANN considers opening TLD registration to the general public, having strong brand protection policies in place is particularly crucial. |
We have entered a new economic era, where titans of industry plead for bailout funds from the government, news of corporate downsizing is commonplace and the internet is becoming an increasingly dangerous place to navigate with the proliferation of fraud and malware.
The rest of this article is available to subscribers and active trialists only.
Subscribe today for full access to this article. Alternatively take a free trial, giving you access to the current issue's contents*.
Interested in previewing the Managing IP's new service Managing Internet IP? Click here.
If you are already a subscriber, please log in below to access the rest of this article.
*excludes some surveys and articles.