Going global : our strategy to develop internationally

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Case Studies

Client :

A Canadian cosmetics company.

My brand is expanding internationally. I need to make the right strategic choices on domain names.

When our brand was mainly distributed in the Canadian market, things were easy: we had registered in the .com and the .ca extension and that was enough. Our management is now looking into entering the European and Asian markets and everything has become much more complicated.

ISSUE

We are facing complex strategic choices. We need to prioritize registrations between countries where we are present, countries where we already gathered a limited commercial presence, and countries which we could target in the future.

We are no specialists and do not have an unlimited budget! Things have also become more complex now that we need to factor new generic extensions in.

CHALLENGE

The Challenge is to stay on budget, while registering what we need short term and anticipating on the development of future external markets.

SOLUTION

SafeBrands has created a strategic audit, showing on a world map the trademarks we have registered in various countries and identifying the domain names that needed to be registered to martch.

This audit even allowed us to discover some cybersquatting cases in countries where we did not think we were known.

RESULT

We now have a portfolio of brands centralized and in line with our registered marks, based on clear and evolving strategy. We are finally able to develop web sites adapted to international markets and optimized for local referencing in search engines. Because we do not have the budget to perform defensive domain name registrations in every country, we have set up a worldwide monitoring solution with SafeBrands, and their team alerts us every week of new domains registered which include our brands.

Case Studies by SafeBrands

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Lettre d'informations SafeBrands
Recevez chaque semaine toute l'actualité des noms de domaine et le calendrier des lancements de nouvelles extensions dans votre boite aux lettres. Cette infolettre reprend les articles publiés sur safebrands.info.
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