How Your Branding Enlivens Your Online Presence
Branding is about more than just using a name, displaying a logo, or quoting a slogan, as Lucie Poisson explains. It may even help you to redefine your overall strategy.
doteditorial: Branding & Selling Online
This month, dotmagazine investigates less well-trodden paths to branding and brand protection, and the use of advertising and email in selling online.
Feature "Brand Protection"
Protecting Brands Online Through Domain Names
How valuable is a domain name to a brand? Very, says Martin Kuechenthal, CEO of LEMARIT – companies need to establish, monitor, and protect their brand names, through domain names, in cyber space.
What dotBrands Can Do for Companies
dotBrands use their brand names to the right side of the dot in an Internet address. In this way, .brands work exactly like long-standing top-level domains such as .com or .de – but simultaneously open up a large number of new possibilities. Not only do dotBrands have a complete universe of Internet addresses open to them; they can also innovate new business models, expand their distribution channels, and align their online marketing activities. But how many dotBrands are there at present? And how exactly do companies benefit from their own top-level domain?
Developing a Brand Launch in the Digital Landscape
Companies often forget crucial steps in developing a brand in the digital environment. Marie Le Maitre from CSC explains to dotmagazine how to build a branding strategy that incorporates the potential of digital tools.