Domain name brand strategy should be valued more than CEO

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Domain name brand strategy should be valued more than CEO

Recently, according to foreign media reports, a survey showed that about 82% of the companies surveyed believe that the loss of domain names than the company's CEO caused more damage, about 72% of the company believes that a proper domain name than the right person or the right office location more important. The Sedo company, which is responsible for implementing the survey, points out that an inappropriate domain name strategy will prevent a company from developing.

"This is not an exaggeration," said Zhang Yi, an industry veteran internet law scholar. To Taobao, for example, they have nearly 9 million online passenger flow every day, nearly 18.8 billion of sales per quarter, if a day domain name really lost, for example, due to the expiration of not renewed fees by others to register, that will bring huge direct and indirect Taobao losses, Then even if Ma Yun, may not be able to restore the decline.

As a matter of fact, many enterprises in China have suffered losses in this respect. For example, in 2005, "Tianya Domain name" hijacking dispute has let the network famous community website Tianya very passive. At that time, because the end of the line of people's improper behavior, resulting in Tianya original domain name "tianyaclub.com" can not normally point to the site, to the Tianya of the online brand damage, more importantly, due to accidental "lost" the domain name, resulting in the original community users part of the loss.

Today, however, the situation has been very different. Chao Fu, the industry's senior Observer, said that for Chinese or Chinese enterprises, the Chinese CN domain name is as important as the English domain name.

On a public level, the survey shows that more than 90% of the public think that the Chinese CN domain name is easier to remember and use, more than 70% netizens said the Chinese language is more capable of carrying the brand of Chinese enterprises.

From the technical and application level, the Chinese CN domain name has been ie, Firefox, Safari, Netscape and other international mainstream browser and Microsoft Vista operating system full support, in the address bar directly into the Chinese CN domain name can visit the relevant web site, This has greatly satisfied the needs of 200 million Chinese netizens to use the Internet in their native language.

Chao Fu said that for the enterprise, the Chinese CN domain name advantage is obvious. It is more conducive to the protection of enterprises online brand consistency, more conducive to corporate customers and potential customers to remember, but also more conducive to enterprises to carry out various kinds of marketing and marketing.

Microsoft (Microsoft), for example, is not a lot of people who can spell "Microsoft" 9 letters correctly, but the word "Microsoft" is not only familiar, but more importantly, it is not easy to make mistakes when typing. As we all know, English domain name similar to the letter "O" and the number "0", the letter "L" and the number "1" and so on look very similar, it is easy to cause the enterprise or website users fooled. The fake Lenovo website scam was made with the use of the lowercase letters l and number 1 in very close proximity (with Lenovo). According to Gartner, in the United States, the 2007 loss of phishing due to similar domain names was about $3.2 billion trillion, an increase of $500 million from 2006 's $2.8 billion trillion.

It is reported that the Ministry of Foreign Affairs, the Ministry of Finance and other Central State organs and provincial government offices in the Chinese CN domain name activation rate of up to 90%, in the first half of 2007 China's top 50 auto manufacturers Chinese CN domain Name activation rate of more than 62.5%, while in some enterprises, the Chinese CN domain name as has been incorporated into the brand building and marketing strategy system.

From 1995 to 2006, the company's annual CEO replacement rate increased by 59%, it can be said that the CEO personal brand more and more stripped away from the corporate brand, and domain name as a corporate network on the "commercial identity", and corporate brand, marketing increasingly inseparable. In the traditional society, no that enterprise will frequently change the brand, and in the Internet world, there is no that site dare to try to change the domain name frequently, if there is a domain name replacement behavior occurs, will only make the domain name and corporate brand more consistent direction forward.

Brand experts point out that for Chinese local enterprises as well as foreign-funded Chinese localization, the value of the Chinese CN domain name is inseparable with the brand value, is the enterprise in the Chinese Internet world a eye-catching brand advertising, its role is no less than the celebrity president's Signboard effect.

Article Source: Straits Network http://www.myx2008.com