Registration Of Universal Websites By Multinational Corporations Has Become An Inertial Thinking.

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According to the reporter's enquiry, recently, multinationals such as Coca-Cola, Estee Lauder, Mercedes, Honda, Schneider electric, Disney, CK and Vestas have registered hundreds of relevant general web sites.

The fastest reaction of the market is the world-famous multinational pharmaceutical company, Mercedes, which registered 39 general websites in one breath in August 31st, and made all the famous products of Mercedes, such as "Shu Jiang", "Kai Rui Nen" and "An Kang Xin", etc.

In September, Honda motor and Schneider electric, the world's top 500 companies, followed 12 and 7 general web sites respectively.

Subsequently, the reporter made random inquiries about the general website registration of multinational enterprises in China, and found that most of the well-known pnational corporations attached great importance to the protection of Internet brand. Not only did they register the company's name and enterprise brand, but also registered and updated the general website in real time.

For example, Coca-Cola registered Coca-Cola brand and product brand as early as 2001, and has gradually registered product brands, such as "Sprite", "beauty source", "beauty source fruit orange", "ice dew" and so on. More recently, it has introduced the general website of "Sprite iced tea flavour", "fruit grain milk", "cool lotion vitamin", "Glaceau" and other new products. For example, Estee Lauder, the online brand protection has been done more meticulously, and even registered the product brand "hydrationist" and its key components "chronolux" in order to strengthen the protection of Internet brand.

Why do many multinationals pay so much attention to the general website? For this reason, Li Feng, the brand marketing expert and China's top ten planner, has two reasons for analysis. On the one hand, with the popularity of the Internet, the awareness of the protection of the network brand is growing day by day; on the other hand, it also sees the warning from the past. "Typing the key words of hard working on the Internet directly jumps to the website of the wind and horse and even the competitors and the" cottage brand ". This will not only reduce the display and marketing opportunities of the brand, but also make the promotion of the brand with others, and the loss is immeasurable.

However, reporters also found that some brands and products are still in the state of being unregistered or being preemptive. For example, Lihua's "Lipton black tea", "Qingyang", "Qingyang shampoo", "Dove shower gel", "wall's", "dream dragon" and "Ai do", and the latest toothpaste series "magic Li Xun Bai" and other general web sites are still in idle state. In addition, they are also known as Johnson's SOD products.

After years of operation, these general websites have immeasurable brand value, but now they are faced with the fate of being robbed at any time.

In this regard, Li Feng also reminded the relevant enterprises, as an authoritative Internet address resources scarce, the general web site has exclusive and unique, but also has commercial identification function, such as Haier, China Merchants Bank, Wuliangye, Shuijingfang and many other listed companies, the general website has been evaluated as intangible assets.

Therefore, the enterprise itself must enhance the importance of the general web site and register as early as possible.

Only in this way can the enterprise take the initiative in the future network competition.