DOMAIN NAMES
might be held for protective purposes simply to redirect customers to the main website. Other uses are for marketing campaigns, certain brand-related events and location or division- specific websites.
As some new gTLDs such as .bank offer higher security and a more trusted space for selected industries, the use of
these gTLDs will also
provide internet users and customers with increased safety and trust.
Some new gTLDs also serve as great unifiers for a company’s combined domain name portfolio, tying it
together. With a greater selection of,
and more diverse, sites, the use of a gTLD as a unifier can help to create a more user-friendly navigation, as well as an excellent main entrance to the company’s, or brand’s, online presence worldwide.
Rebranding can be done without the need to redesign logos or change the company name. The new gTLDs give brands a chance to send a stronger and clearer message to their customers through their domain names. They give brands the chance to identify themselves online in a way that wasn’t possible before this expansion.
Te mere shiſt from a traditional .com address through a simple web redirect to a new gTLD, or even the use of them side by side for different purposes, speaks volumes and communicates forward-thinking and open-mindedness. It makes a statement of flexibility and responsiveness to developments in the world.
Rebranding might also be relevant if a business is expecting or attempting to expand globally, or if a brand is otherwise looking to appeal to a new audience.
Te bottom line is that the benefits of this gTLD expansion far outweigh the extra time it will take to understand and assess it, so it is essential that brand owners are provided with the proper guidance and tools needed to create great value for their brands through these new gTLDs. Now is the time to do it.
Rolf Larsen is chief executive and founder of Dot Global. He can be contacted at
rolf@nic.global
Jeanette Söderlund Sause is vice president of industry relations and marketing at Dot Global. She can be contacted at
jeanette@nic.global
www.trademarksandbrandsonline.com
Rolf Larsen is CEO and founder of Dot Global, the registry operating the new top level domain .global. He is a successful and recognised internet access, domain name registrar services and web hosting in Europe and Scandinavia.
Jeanette Söderlund Sause is vice president of industry relations and marketing at Dot Global, the registry operating the new top level domain .global. She also specialises in domain name law and strategies, and is a published
Table 1: Top-ranking new gTLDs by category Top 5 gTLDs Category
Trademarks & Brands Online Volume 3, Issue 3 41
No. of gTLDs* 12345
49 62 40 4
21 34 50 29 71 38 25 17 15 57 22 77
web
sex
club
book
tech
eco
bet
homes menu
school cool
hot
lol
Patrimonio Designs Ltd /
Shutterstock.com
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