The domain name is an intangible asset and is the entrance and identification of the website. If the layout and content of a website can be described as the appearance and character of the website, then the domain name can be said to be the name of a website. Represents the external brand symbol of the website. It not only plays the role of website entrance and identification of the website, but also plays the role of brand trademark, shaping the online brand image of the website. In particular, the development of e-commerce has caused enterprises to frequently access the Internet, and online development has obviously become a breakthrough for enterprises to seek new development. When an enterprise conducts e-commerce online marketing, it needs to establish a corporate website. In this way, choosing a good domain name as the enterprise's online trademark can better build the enterprise's Internet brand image. As an intangible asset for websites and businesses, domain names play an important role. The development of the Internet has also led to the large-scale and high-end development of the domain name industry. Domain name sales and domain name squatting have made domain names a scarce resource. It has become extremely important to protect domain names in a timely manner to protect the Internet brand image.
Domain names are crucial for personal websites, and even more important for large websites and corporate websites. Enterprises and domain names are interdependent. Choosing a good domain name that is suitable for the enterprise can build the brand of an enterprise and help the enterprise develop better in the network segment. Domain names are closely related to corporate network development and e-commerce. Now many companies and large websites have included domain name protection in their corporate development strategies and brand protection strategies. Most companies regard protecting registered domain names in advance as a development strategy, and even purchase product-related domain names at high prices as protection targets to seize domain name opportunities. In order to develop business in new areas or expand business markets, some companies, in addition to activating second-level domain names on their official websites, also spend a lot of money to acquire product-related domain names, which can be activated as independent new domain names or used as protection targets. Just like before Tencent successfully acquired the domain name qqun.com related to its related product QQ group, Baidu Tieba acquired the domain name tieba.com at a high price and used it as a protection point. Recently, Taobao also successfully acquired six related triple-pin domain names of Tao Information taozixun.com/cn/com.cn and "Taobangpai" taobangpai.com/cn/com.cn, plus the previously acquired zhifubao.com, daogou.com, Alibaba has acquired more than a dozen related domain names such as 1688.com and wangwang.com for its business, which can be said to have made long-term plans for brand protection.
When well-known companies and websites pay attention to a domain name, it will further increase the value of the domain name and even influence the market trend of the domain name market. Alibaba's series of acquisitions of triple-pin domain names is bound to set off a wave of squatting and buying and selling of triple-pin domain names. The price of Sanpin domain names will definitely rise, and more and more Sanpin domain names will be maliciously registered. Therefore, websites and businesses need to take domain name protection measures in advance. Some domain names registered earlier than enterprises or trademarks have special relationships with trademarks and brands, which directly proves that such domain names do not infringe even if they confuse trademarks, and they exist legally. Even if a company or individual defends their rights, it is not easy to arbitrate. Therefore, websites and enterprises must have a long-term vision to maintain domain name rights, be far-sighted, register or purchase relevant domain names in a timely manner, and consider the future development and business expansion of enterprises and websites, and enable independent domain names for products. Like Tencent's acquisition of qqun.com and qzone.com, Taobao's series of acquisitions are all aimed at enabling second-level domain names to prepare for better development of its business, which is the best brand protection method for website companies at this stage.
While domain names are setting off a new round of rush to register, a battle to defend the Internet brand image centered on domain names has begun. Regardless of whether your website or company has the upper hand in this war, you must establish brand awareness from now on and protect brand-related domain names in a timely manner. (Text//Yang Yang)