.BRAND (dotBrand) Top-Level Domains: TLD Brand Advantages, Control & Protection

Your own .brand (dotBrand) TLD allows you to effectively leverage your brand equity and differentiate your company online, making it easier for your customers to find you and for partners, affiliates and suppliers to organize themselves around your brand name. The top-level-domain .brand extension can also be a source of business and income as a branded company can create second-level registrations and agreements with suppliers, distributors, and other partners who are aligned with the brand.

For the first time ICANN, the governing body of the Internet's namespace, will allow brands to secure their brand name at the top level of the Internet hierarchy as a domain extension. This represents an unprecedented opportunity for brands to differentiate themselves on the Internet and maximize their online marketing activities, expand their distribution channels and innovate with new business models.

By owning a piece of the Internet landscape, brands can utilize the DNS in ways not imagined before to re-define, enhance and renovate your business model, distribution channels and company's strategic positioning, including:

  • New Market Opportunities
  • New Business Models
  • Distributor and Affiliate Channel Efficiencies
  • Economies of Scale
  • Economies of Scope
  • Brand Protection
  • Enhanced Security
  • Building Consumer Trust & Loyalty
  • Increasing Conversions & Sales
  • Building Brand Loyalty
  • Enhanced Brand Recognition
  • Search Optimization
  • Owning a Piece of the Internet that Represents your Identity and What You Do
  • Flexibility to have an unlimited ability to create URLs on demand
  • Creating a Barrier to Entry for Competitors
  • Increasing the Value of your Company

And many other gTLD advantages

The dot.Brand TLDs will be an opportunity for brand owners to create a powerful, secured community, which can assist in combating against counterfeiting and cybersquatting abuse. Under a branded TLD, the brand owner has complete control of domain name allocation and internal management of all facets of the TLD operations and the business opportunities that can be created. The sky is the limit.

One of the most important benefits of own controlling the whole DNS infrastructure under abranded TLD is the protection, management and monetization of Intellectual Property digital assets (trademarks and copyrights) as well as having complete exclusivity in the distribution channels.

From a search engine and market leadership positioning perspective, a branded domain is a stronger domain than a .COM extension for many reasons. Achieving a higher ranking higher in search, particularly in Google and Bing, is an important competitive advantage to consider, especially if a branded extension can alsoe reduce search marketing costs as well in the long run. Today, Google and Bing both give priority placement in the search engine results pages (SERPs) to relevant brands.

For example, Hilton brand already ranks at the top for their own brand and for Hilton hotel deals under Hilton.COM. However, Hilton's business model is also heavily reliant on 3rd party hotel websites such as Orbitz, Travelocity, Priceline, Hotwire, Hotels.com. Under a .HILTON branded extension these travel-aggregator brands can also benefit from higher search rankings that translate into increased sales for the beneficiary: the Hilton brand.

Furthermore, there are less known 3rd party aggregators who also offer Hilton hotel reservations but do not have the branding clout of a Hotels.com or an Orbitz. These less popular travel sites may seem less reliable for users and bypassed by hotel travelers. Only the original Hilton site and a few branded travel sites offer the critical "trust" factor that travelers who make reservations online demand. Less popular Hilton partners can benefit from being connected to a .HILTON brand domain name since it will instill trust and confidence in consumers, resulting into higher conversions since only Hilton, the trademark holder can own the .HILTON brand TLD.

Hilton can also benefit by organizing its TLD appropriately by leveraging the power of premium domains under a search-optimized TLD with Search Engine Optimization (SEO) and Direct Navigation competitive advantages. Hilton can differentiate itself from its competition by creating a coupon site under a www.coupon.hilton site or the latest deals or a memorable www.book.hilton domain that users can directly navigate to without using a search engine. The possibilities for innovation are endless under a branded TLD.


Article: Why should Brands launch a new Top-Level Domain to create differentiation, a sustainable, competitive advantage and new opportunities


For more information about the ICANN process and how to launch your brand TLD contact us.