The Importance of Protecting Your Business Domain Name
From the perspective of company name or brand, trademark, etc., select the most appropriate and easy-to-remember domain name for future long-term development and the business area domain name that will be involved in future business. Register domain names in a timely manner with a strategic development perspective, or purchase domain names in the early stage of domain name opening to protect domain names, so as to avoid costly purchases or time-consuming and labor-intensive recovery.
- Comprehensive domain name protection is more conducive to enterprise development
Comprehensive domain name protection can seize the opportunity when entering certain regions or countries and occupying market share. For example, Baidu did not consider the markets of Hong Kong and Japan at the beginning of its development, which led to the squatting of baidu.hk and baidu.jp. In the end, it was not allowed to buy baidu.hk at a high price of 100,000. Although the Japanese domain name baidu.jp passed the arbitration It was retrieved, but because the arbitration time was too long, the best time to enter the Japanese market was delayed, and others took the lead in occupying the market share. Baidu was forced to withdraw from the Japanese market.
- Prevent the diversion of brand value
It is easy to divert the brand value of related domain names, and even damage the brand image, which directly damages the trust of consumers in the real brand. If the relevant domain name happens to be in the hands of a competitor, it becomes a powerful tool for market competition, such as the .tm domain name dispute between Wanglaoji and Jiaduobao. If the relevant domain name builds a negative and image-damaging website, water can carry a boat or capsize it, and the hard-earned brand image may also collapse in an instant.
JD.com and its brand protection When JD.com was building its website, the domain name that it has been using is 360buy.com, which corresponds to the company name “360 Degrees E-Commerce Co., Ltd.”. However, the domain name is not only complicated, but also very similar to another large Internet company, 360, so JD.com was once considered an e-commerce platform under 360, which caused great obstacles to JD.com's brand influence and publicity. , to shape the brand image in an all-round way. At the end of March 2013, JD.com officially changed the domain name to jd.com, which was previously purchased at a cost of 30 million, and acquired jd.cn in August 2015. Previously, JD.com had assembled a set of domain names such as jd.com/.cn/.com.cn/.hk. Such a complete set of domain names is rare for domestic terminals and even international terminals.
In addition, the Jingdong e-commerce platform has already officially completed the registration of the new top-level domain name .shopping corresponding to its brand, and has acquired 15 .shopping domain names represented by "Jingdong.shopping", opening the exclusive .shopping domain name brand protection. .
Although the phenomenon of Internet infringement and domain name abuse may continue to exist in a short period of time, for a company, such risks can be easily and effectively dealt with by taking measures to protect its corporate brand. Risk is harm when it comes, and it is a rare wisdom to be able to prevent such harm in advance.
Therefore, for enterprises, being able to use such treasured domain names not only represents their strong strength, but also plays an important role in promoting the establishment of an ecological industrial chain in the future, allowing enterprises to unify their brand identity and prevent them from being stolen by competitors. To avoid the loss of users and damage to the brand image, why not do it?