The Brand Domains
An entirely new category of domain string is about to revolutionize the internet. Something like 680 of the world's biggest, wealthiest and most influential corporations are about to launch domains on their own well-known trademarks. Huge companies like General Electric, with its 300,000 employees, and marketing budget to match, are applying... And they aren't going to acquire these strings and then just sit on the fence.
Media companies like CBS, with a vast reach and influence amongst consumers. Tech companies like Apple with tens of millions of loyal customers. Huge companies like Toyota and Walmart with huge annual ad spends are dealing themselves in.
With reference to building awareness, huge companies like General Electric are saying they "will do whatever is necessary..." to ensure success (see below for more).
In Depth Report
For a very comprehensive report and analysis of the impending brand domains and their likely significance, visit our associated website TheBrandDomains.com. This site takes a detailed look at a large number of applications and includes hundreds of actual quotations from the companies' official applications. Collectively, these quotes and descriptions offer a unique and welcome glimpse into the intentions these corporations have for their exclusive dot brands. A picture begins to emerge of the possible internet revolution that will follow.
The Goal Of The Brand Domains
A broad aim of the dot brand registries will be to simplify the experience for customers. Companies like GE carry thousands of products. Soon they will be able to have a simple, trusted website for every product, like WashingMachine.gecompany. Each washing machine model can have a website. This will be considerably easier for the consumer than having to go to GE.com and wading through all the menus to find "washing machines".
That will likely be the broad model to follow for the dot brands a simple, clear site for each product and service offered. There will be variants depending on the type of company, such as using words like "login", "information", "service", "warranties", "store locations", "bargains" and so on.
So you can expect to see intuitive domains like Login.barclays, Bargains.walmart, StoreLocations.mcdonalds and Service.toyota on the net. These domains will be the signatures signing off expensive advertising media.
The dot brands will be seeking to build private internets, enticing customers and visitors to their sites and to keep them glued to their proprietary pages for as long as possible. If someone is thinking about buying a camera, companies like Canon and Nikon will be building entertaining, informative (yet simple) sites to ensure they buy a Canon camera or a Nikon camera. For example, a loyal Canon customer will likely be able to intuitively navigate to EOS.canon.
Flow On Effect Away From The Dot Coms
A side effect of this tidal wave of dot brand strings will likely be a flow on effect that vastly increases awareness of other (non dot com) generic extensions, and encourage traffic to those sites... Not that the dot coms will go anywhere soon!
Hypothetical Use Of Dot Brands
Apple is a good example of an innovative company that also innovates in the domain space. So it's logical to anticipate domains like the following joining (not replacing) their flagship Apple.com domain:
It is also possible that after searching for something like itunes on Apple.com, you will be re-directed to itunes.apple... But this discussion of Apple is just hypothesis.
A Quick Look At Some Case Studies of Dot Brand TLDs
It's unmistakeable that many companies will place a big focus of their attention and marketing budgets on their new domain options in the next few years. For example, General Electric, a company with around 300,000 employees, has revealed some of its intentions in its string application for .gecompany. It isn't hard to extrapolate further from those facts... Internal emails to those 300,000 employees... External emails to its suppliers and customers... Millions of emails all enhancing the visibility of the new brand domain string.
GE makes the following statement in its application:
General Electric. Application for .gecompany TLD.
Canon is an innovate company and their utilization of the new .canon string is likely to be influential. In fact, they believe that many other companies will take note and emulate the focus on shifting from the left of the dot over to the right by the early pioneers:
Canon believes their new .canon identity will simplify their online presence, create a destination with the highest level of trust, and build a vehicle with increased promotional and branding power:
Canon. Application for .canon TLD.
Macy's is a good example of a large retail company which understands the new domain name paradigm:
The companies with huge product inventories are the ones with an incentive to launch correspondingly huge numbers of dedicated websites.
Macy's. Application for .macys TLD.
To illustrate how different companies will use their new domain assets in different ways, YouTube provides a good example of a very unique deployment of their dot brand string .youtube:
That is an innovative contribution to the internet. YouTube will allow qualified members of the public to use .youtube websites. These sites will have a high level of trust, since they will be regulated by YouTube and only be purposed for genuine YouTube content.
YouTube. Application for .youtube TLD.
To read more application excerpts, Pool.com has created a great list of ICANN applications.
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DOMAIN NAME EXPLOSION
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A COMPREHENSIVE REPORT ABOUT THE DOT BRAND DOMAINS
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