Clarivate-品牌在线安全调查报告（英文）-2019.8-20页_4mb

Summary of the 2019 Global Business Survey: Domain and Cybersecurity Edition

Core Content

This report explores the evolving landscape of domain management and online brand protection, highlighting the challenges brands face in securing and managing their domain portfolios. It emphasizes the increasing importance of domains in brand identity and customer trust, as well as the impact of legislative changes and cyber threats on these strategies. The survey includes insights from 700 IT, legal, and marketing decision makers across the U.K., U.S., France, Germany, and Italy.

Key Findings

• Cyber Threats are Growing:

  • 62% of brands reported the impact of cybercrime in the last 12 months.
  • 23% of organisations experienced cyber attacks specifically targeting their domains.
  • 48% believe brand infringement has increased over the past year.
  • 46% said the cyber threat has influenced their domain strategy.

• Domain Portfolio Management Challenges:

  • 43% of respondents consider their domain portfolio vital for brand building and customer trust.
  • The top challenges in domain management are security (56%), cost (40%), and keeping track of domains (34%).
  • 56% of brands own up to 100 domains, but only 18% say more than three-quarters are active.
  • 32% of organisations do not monitor domain value as part of their domain management.

• Siloed Responsibilities:

  • Domain management is primarily handled by IT/IT security (46%), followed by legal (16%), combined effort (13%), and marketing (13%).
  • Only 25% have a collaborative renewal and management plan.
  • 26% rely on renewal notices, and 21% delegate the task to a single individual.

• Impact of gTLDs and Legislative Changes:

  • 39% of brands have registered a gTLD, with 32% experiencing brand impersonation or abuse.
  • 39% of brands said Brexit had impacted their domain strategy.
  • 46% of brands said GDPR had impacted their domain strategy, with 18% finding it harder to enforce against infringements.

• Domain Value Monitoring:

  • 62% of brands monitor domain value.
  • 28% do it to identify and retire low-value domains.
  • 22% do it to protect core brand domains.
  • 32% (possibly more) do not monitor domain value, missing opportunities for optimisation.

• Budget and Resources:

  • 25% cited lack of budget as a challenge in monitoring brand protection.
  • 49% of respondents do not have a dedicated online brand protection budget.
  • 44% allocate 26%-50% of their online brand protection budget to domain management and security.

• Cyber Threats and Their Impact:

  • 61% of respondents identified fraud (malware and phishing) as a major threat.
  • Other threats include piracy (37%), domain impersonation (32%), brand abuse (27%), and the dark web (18%).
  • Threats predominantly originate from Asia (58%), with China (35%) being the largest source.

• Future Focus Areas:

  • Brands expect to allocate most of their brand protection budget to:
    • Fighting phishing fraud (26%)
    • Implementing new technology (26%)
    • Protecting domain names and IP (25%)
    • Combatting piracy (22%)

Main Viewpoints

• Holistic Approach is Needed:
  Domain management and security should be integrated into a broader brand protection strategy.
  A holistic approach includes domain registration, monitoring, renewal, and protection against cyber threats and brand abuse.

• Collaboration Across Departments is Crucial:
  While IT/IT security is the primary point of contact, collaboration with legal and marketing teams is essential for effective domain management and brand protection.

• Proactive Brand Protection is Vital:
  Brands need a proactive strategy to manage and secure their domain portfolios, as reactive measures may not be sufficient in the face of evolving cyber threats.

• The Role of Cybersecurity:
  Cybersecurity is a key component of domain protection. Brands are increasingly aligning domain security with broader cyber security plans.

Conclusion

Domain management and online brand protection are essential for modern businesses, especially in the face of growing cyber threats and legislative changes. Brands must adopt a holistic, collaborative, and proactive approach to secure their domain portfolios, monitor domain value, and align their strategies with broader cybersecurity and brand protection initiatives. The report underscores the importance of working with experienced partners to optimise domain strategies and mitigate risks effectively.