Dot brand Domains Support Branding

Branding and domain names The domain name is an essential component of the global branding strategy. The objectives of that strategy are usually linked to brand protection against cyber-squattting, as well as localization via the ccTLD. The brands tried to have a domain that is as close to the brand as possible - typically, or The objective of branding is to improve the short and long term brand equity, supporting: A preferential decision by the end user: when offered the choice between two products, the user should prefer the brand over its competitors. The acceptance of a premium [...]

December 19th, 2016|

Creativity in Second Level Domains of the dot brand world

Creativity and domain names This article refers to the article published in Marie-Emmanuelle Haas website on Nov 14, 2016 , where we show how brands creativity lead to a very diverse panel of domain names. Dot brands are very different in essence to generics, as they are owned by one brand who can register more or less any domain name that they wish. As the brand name is already in the Top Level Domain, there was a wide open white page for domain names, relying on brand creativity. When Top Level Domain names were applied for, in 2012, we were [...]

November 16th, 2016|

Brands who applied for a Dot Brand Domain Extension show great performance

Brand's performance We recently released an article in Circle ID, looking at the performance of brands who applied for their brand at a Top Level, and the other brands. Brands are a treasure and an asset. They drive loyalty, enable to offer higher prices, generate preference.  Interbrand publishes the top value based on a 100 brands monetary value, estimated on a combination of three factors  : — Financial — Influence of brand — Strength of brand Apple, for instance, has an estimated value of USD 178 billion in 2016 DHL's brand value is estimated around USD 5.7 billion. Dot brand [...]

November 13th, 2016|

Swiss watchmaking is on dot swiss

dot swiss Switzerland is renown for its banks, its chocolate and its watches. Of course, we also have great mountains, landscape, pretty cities and great food and wine. Switzerland is also the only country to have its own country geographic gTLD, dot swiss. Their message is :  If it is Swiss on the inside, it should say .swiss on the outside. The dot swiss domain is protected and is exclusively available to organisations which have a relationship with Switzerland. The Federal Government checks applications for ".swiss". ( homepage ) Since November 1, the swiss watchmaking federation migrated is website to [...]

November 7th, 2016|

Dot brand observatory – October research

The observatory The dot brand observatory is our research programme about brands that own their new domain extension. The observatory features a summary of the present landscape of branded TLD activity, from a global standpoint and identifying the main trends: What are the naming strategies for the brands second level domain names What usage for these new domain names . beyond the basic and mandatory nic.brand page : Shortcuts to access other content and domain name (3163 out of 4802 ) Actual real website ( 567 out of 4802 ) Traditional technology ( Apache, IIS and IBM webservers / php [...]

October 27th, 2016|

dot bnpparibas and dot com advertising

dot bnpparibas in London Airport BNPParibas took a very large advertising space fot dot bnpparibas and dot come websites, at the main entrance for departures for London Heathrow, Terminal 2.  A screen displays at least two animations, calling out to go and visit two different websites: One of the advertising promotes the ".com" site :   The other advertising promotes the ".bnpparibas" dot brand website - CIB means Corporate Investment Banking dot bnpparibas domain name advertising Remarkable points There are at least three remarkable points : 1 - is actually a redirect dot The website mentioned on [...]

October 3rd, 2016|

dot google new gTLD

dot Google new Top Level Domain name status Com dot google After having launched com dot google in April 2015, google went very quiet on the new domain name extension space. com dot google was a April egg, where all the page was presented as if it were in a mirror. Google logo was inverted. Registry dot google Registry dot google - - is the site that contains the mandatory content when operating a registry. This content is usually hosted directly under the page nic.brand, but google redirects the, as well as all the other google brand domains, [...]

October 2nd, 2016|Tags: |

dot brand domain used as short URL

Short URL use Brands use short URL to create deep linking to specific content or pages on their websites. Many non branded services support these short URL - is one of the popular services that shortens URLs. They create a random list of around six caracters that redirect to a given URL. has created, by end of december 2016, 28  billion short URLs. is another similar service. Some brands have developed their own short URL engine, such as or - with new gTLD Other brands can use the or branded domain name shorterner, with [...]

September 29th, 2016|

When domain names, facebook and twitter handle converge

Domain names, facebook profiles and twitter handles A way to access digital content is to know the domain name, or the twitter handle. Other means include search, that is more popular but also more expensive. As brands used to focus on one main domain, the multiple facebook accounts or twitter profiles for brands used to have names that were not consistent with the domain name. A few examples of dot brand new gTLD illustrate how it is now possible to have a clearly structured and organized approach to naming. Facebook DNP is a japanese printing company, who launched their dot DNP [...]

September 25th, 2016|

Domain name extension awareness by BNPParibas

New gTLD awareness There are 26 million domain names in new gTLD, but customer awareness is still relatively low. Amongst the most popular new gTLD domain name are, that is ranked 313 most popular website by Alexa. BNPParibas is the most active dot brand domain name. is the most popular dot brand website, large advertising promotes, and the band has invested 200 kUSD in adwords on in December 2015, in oreder to drive traffic to their website. This amount is not specifically linked to dot brands, as it corresponds more or less to the budget spend in [...]

September 25th, 2016|