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Our TOP 7 domain name management Best Practices
“Best practices applied in provisioning management seek to assure that these operations are performed in proper sequence, by authorized parties, in a timely and auditable manner, with low probability of omission, intrusion or error.” - ICANN, SSAC Report, 2009
Once a business understands current and emerging threats to its brand, a robust portfolio management system should be seriously considered. eBrand Services has identified the following seven best practices for protecting and optimizing your brand capital. The practices cited below are based on published literature on domain name management strategies, case studies by Internet policymakers and eBrand Services’s own experience developing and managing domain name portfolios for a variety of clients in Europe.
1. View Your Domain Names as a Corporate Asset
Is the management of your Domain Name portfolio an integral part of your total business management strategy ? Is domain portfolio management in sync with your corporate objectives and goals ? If the answers are no, this is your first clue that your company has failed to see your DN portfolio as a valuable corporate asset to be protected and valorized. The risks are too great not to have a comprehensive domain management strategy. And, the opportunities to valorize this asset are too numerous to be ignored.
2. Centralize Domain Name Management
Choose a single, accredited registrar for your DNs to reduce costs and risks and have a single-point of contact (corporate administrative contact). As new top level domains become available and as the company builds its e-commerce for products and services, the necessity of continuously acquiring new Domain Names can result in too many opportunities to miss renewal deadlines. You should not only have an effective management system but a comprehensive strategy to protect and optimize your brands and trademarks.
3. Perform Systematic DN Portfolio Audits
Audit all your Domain Names immediately. Do managers in different areas of the company who control Domain Names have the same policies for renewals and management ? After an enterprise-wise audit is performed, you should develop policies and procedures for systematic renewals and acquisition of new domains.
4. Audit and Centralize Your Trademark Portfolio at the Same Time
Many countries require a new trademark or a local company to also register a domain name. This is true for France. So, audit and centralize your trademark portfolio at the same time you centralize your DN portfolio.
5. Monitor Domain Registration Information for Guaranteed Renewals
Take steps to ensure you have the resources and technology for guaranteed domain renewals and control over the process. Failure to update Whois can result in losing DNs to cybersquatters who will try to resell the DNs to you at exorbitant prices or redirect Internet traffic to a bogus or counterfeit Web site. Renewing your DNs for periods longer than the usual two years will ease the administrative burden. However, with large portfolios, having different initial registration dates for DNs, managing renewals can be an administrative hassle leading to mismanagement of this valuable asset.
6. Stay Informed About New Threats
Do not wait until the crisis (the counterfeiting, the disruption of services, or unauthorized access to company and consumer information) occurs to take action. Devote resources to monitoring the threats on the horizon, assessing the potential harm, developing a plan and taking action to protect your DN portfolio asset.
7. Monetize Domain Names
The commercial and marketing use of domain names is a key element for brand valuation ; a well managed domain name portfolio can reduce the advertising costs by several thousand Euros. This can largely compensate the expenses of new domain names and the domain name management expenditures.
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