From Good To Great

The advance of digital technology has opened the door for global e-commerce. By year end 2017, around 772 million people in mainland China can access to the Internet (annual increase about 5%), further expanding China's e-market pie. How should brands here and there extract value and get a reasonable share of it?

Digital marks as source identifiers are symbols of quality and integrity, satisfaction and value of a brand's goods or services to its customer segments. A brand's trade name, trademark or domain name, distinguishes a brand from another. Scaling up online business in China requires an alternative strategy that has a direct and significant impact on growth.

The online business opportunities have also attracted unfair competition from free-riders' counterfeiting or passing off the brands' reputation and goodwill. Traditional redresses include removing illegitimate offers, domain names or websites through dispute settlement mechanisms. But how can a brand prevent or avoid such cost-effectively upfront?

Registering digital marks with ICANN's gTLD ".商标" provides the simple solution. Its trademark-registry-like role empowers a brand and its customers to get directly connected without undue interference and distractions. It enables a brand to stay focus with its goal to scale up its online business in China from good to great!

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