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.1 Today, 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.1 https://www.edn.com/electronics-blogs/edn-moments/4410016/1st --com-domain-name-is-registered--March-15--19852 https://domainnamewire.com/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 don’t 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 months Global 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.Desp...
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