资源描述
2019 | Global Business SurveyThe online brand protection life cycle Domain and cybersecurity editionContents3Introduction4Snapshot of key findings6Setting the scene10The complexity of domain management12Secure the domain, secure the brand15The bigger brand protection picture18Conclusion19Next steps19Methodology2IntroductionThe domain space has continued to evolve since its beginnings 1985, when the first domain name was created.1Today, businesses are getting more innovative with catchy .Brand extensions, such as .monster 2. The launch of generic top level domains (gTLDs) in 2013, along with ongoing legislative and political changes and cyber threats, has also unveiled a new era of online protection challenges.For brands, this means more time and resources are being spent on managing and securing domains. A core to brand identity, they must be protected at all costs and form the cornerstone to any broader business strategy. What are the best ways to approach domain portfolio management and broader online brand protection efforts? How do different brand protection lifecycle elements, from navigating infringement, fraud and wider brand abuse, influence each other?The answer lies in aligning these elements into a holistic view of the organisation and includes everything from domain registration, the securing of those names, monitoring them for abuse and mitigating risks to users and intellectual property.To find out how businesses tackle these challenges today, we commissioned independent research firm Vitreous World to survey 700 IT, legal and marketing decision makers from a cross section of industries across the U.K., U.S., France, Germany and Italy.This report examines the domain landscape, challenges brands face when securing and managing domains, the impact of legislative changes and related lifecycle elements infringement, fraud and brand abuse.1edn/electronics-blogs/edn-moments/4410016/1st -com-domain-name-is-registered-March-15-19852domainnamewire/2019/04/01/yes-domain-names-really-can-end-in-monster-now/This report examines the domain landscape, challenges brands face when securing and managing domains, the impact of legislative changes and related lifecycle elements infringement, fraud and brand abuse. Global Business Survey3Snapshot of key findingsOnline security is an increasing issue for brands, especially around domains 46%said the cyber threat has influenced their domain strategy48%believe brand infringement has increased over the last 12 months23%of organisations have experienced a cyber attack targeted at their domainIT, legal and marketing decision makers recognise the importance of domain management and security but noted measurable challenges 43% of respondents said their domain portfolio was vital to brand building and maintaining customer trust Security (56%), cost (40%) and keeping track of domains (34%) are the most cited challenges when it comes to domain management 56% of brands own up to 100 domains, yet only 18% say more than three-quarters of their domains are active 32% of organisations dont monitor domain value as part of domain managementDomain management and security are largely siloed Responsibility for domain management largely falls to IT / IT security (46%), followed by legal (16%), a combined effort (13%) and marketing (13%) The renewal process is also an issue: 26% of respondents rely on renewal notices, 21% rely on one person to do this, and just 25% have a plan in place that involves collaboration between departments 25% cite lack of budget as one of the main challenges in monitoring an effective brand protection programme62%of brands have seen impacts of cybercrime in the last 12 monthsGlobal Business Survey4The landscape is changing, becoming bigger and more complex 39%have registered a gTLD and, of that number, 32% have experienced brand impersonation and abuse against it39%of brands say Brexit has impacted their domain strategy46%of brands say GDPR has impacted their domain strategy, with 18% of that number finding it harder to enforce against infringements5Setting the sceneWhy are domains so important to modern businesses? At a base level, domains provide organisations with a unique description that clearly distinguishes them from competitors. However, larger brands, especially those that operate globally, find the domain management process more complex than simply choosing and registering an initial domain. Sub-domains, name variations, domains for campaigns, defensive registrations and regional domains all need to be considered, registered and managed. The result is that organisations deal with large domain portfolios that are cost and time intensive in terms of management and renewals. This is reflected in the number of domains brands currently own. The majority (56%) of respondents in the research said they owned fewer than 100 domains, while a further 15% own 100-249; 9% own 250-500; and 8% between 500-1,000.Despite the number of domains, not all of them are currently active. Almost one-fifth (18%) of respondents said up to 25% of their portfolio was active, while a further 18% said between 76-100% were active. The bulk of respondents fell in between, with 28% stating that 26-50% of their portfolio was active, and 36% stated 51-75% was active.Managing domains and the role they play in building awareness and maintaining customer trust is essential. It is, however, a costly endeavour. If brands have domains that arent adding any value to the organisation yet are still being paid for, is that resource better spent in securing and managing the core domains?How many domains does your organisation own?501 - 1,000Below 100250 - 500I dont know56%15%9%8%7%5%1,001 - 10,000101 - 249501 - 1,000Below 100250 - 500I dont know56%15%9%8%7%5%1,001 - 10,000101 - 249Global Business Survey6How much of your domain portfolio is currently active?18%28%36%18%Three-quarters to all of the portfolioUp to a quarter of the portfolioHalf to three-quarters of the portfolioA quarter to half of the portfolioThis sentiment is reflected in the fact that brands recognise the importance of these domains; when asked what motivates their domain registration strategy, 60% said to promote new products or services; 38% said changes in the market, such as gTLD launches; 34% said reaching an international audience was a driver; and 27% said mitigating brand abuse.The organisational view of domains was further explored by asking how their company viewed their domain portfolio. Forty-three per cent of respondents said it was a vital part of brand building and maintaining customer trust. However, almost one-quarter (23%) said it represented a security risk to the brand, 17% viewed it as a necessary evil, and 16% said it was a valuable IP asset. All responses highlight the importance of balancing management and security.Aside from internal motivations driving domain management, there are also various external factors that shape the management process. Most notably the issues of Brexit and the General Data Protection Regulation (GDPR). Interestingly, 61% of respondents said Brexit had no impact on their domain strategy, while 25% said they were re-evaluating their .EU strategy. This lack of impact is perhaps surprising given that U.K. organisations have been made aware by EURid, the registry manager of the .eu TLD, that they are no longer able to register new or renew existing EU domains3. Along the same lines, 34% of brands said GDPR hadnt affected their domain strategy, while 28% said they were working with third party suppliers for assistance. Twenty per cent werent sure about the impact, and 18% said they were finding it more difficult to enforce against infringements. 3eurid.eu/en/news/ec-releases-communication-concerning-brexit-and-the-eu-tld/18%28%36%18%Three-quarters to all of the portfolioUp to a quarter of the portfolioHalf to three-quarters of the portfolioA quarter to half of the portfolioGlobal Business Survey7How has GDPR impacted your domain strategy?It hasnt impacted usIt has made it harder for us to enforce against infringementsNot sureOtherWeve had to work with a third-party provider to assist28%18%1%34%20%It hasnt impacted usIt has made it harder for us to enforce against infringeme tsNot sureOtherWeve had to work with a third-party provider to assist28%18%1%34%20%Global Business SurveyService 46%Cost management 40%Price 45%Optimising the domain portfolio 21%Which factors go into selecting a domain provider/registrar?8Global Business SurveyA broader market Organisations also need to navigate the changes to the industry itself, particularly the introduction of gTLDs and what these mean for their brands in terms of new registrations, security and management. Since the gTLD programme was launched just a few years ago, hundreds of global brands have registered new gTLD domains.The aim of gTLDs was to help organisations differentiate themselves online by enhancing brand recognition, increasing customer trust and giving brands a better level of control over their online presence. How are they faring? Almost four in 10 organisations (39%) have registered a gTLD, with the most prevalent challenge being measuring its return on investment cited by 34% of respondents. Other challenges here include: Brand impersonation / abuse 32% How to mitigate the risk of abuse against the new gTLDs 23% Mistrust of websites 20% Lack of understanding around the gTLD landscape 13% In essence, gTLDs have opened up an additional avenue that brands need to consider as part of not only their domain strategy, but their online brand protection programmes as well.9The complexity of domain managementThe challenges around domain management dont stop there. Managing domains also calls for registration, monitoring and renewing. Unsurprisingly, 56% of respondents stated security was one of the main issues, followed by cost of management (40%), and management itself (34%). Demonstrating returns on investmentIn a world where ROI is crucial, organisations strive to ensure they are optimising and streamlining the domain management process.Given that this is such a critical part of operations, how is the management and renewal process approached? And is it the most effective method for the brand?Security 56%Cost management 40%Keeping track of domains (management) 34%Understanding the new gTLDs 19%Knowing which domains to register 22%Optimising the domain portfolio 21%Global Business SurveyName your challenges when it comes to domain management10
展开阅读全文