Go Live of Domain Extensions – brands vs open TLD

Go Live of Domain Extensions : Delegation Go Live We are witnessing the go live of the last new domain extensions. ICANN operates, amongst others,  the Internet’s Domain Name System, coordinates allocation and assignment of the Internet’s unique identifiers, such as Internet Protocol addresses. In 2012, it decided to open the Top Level Domains name space to organizations. From the 1930 applications received, 600 were brands applying for their brand name, such as BMW, sony or Nike. ICANN controls the opening of the space via the root zone file, via the IANA. The root zone file is served by 13 [...]

August 28th, 2016|

Domain Names are meaningful

Domain names have a meaning. But that meaning was mainly concentrated in the left part of the domain. The right part of the domain was mainly an indication global site or local site. brand.com means that you are going on the global website of a brand. brand.de means that you are going on the german site of the brand The new domain names now gives a new role to the domain name extension. The extension is not just a flag, it is a true part of the name of the website. swiss watches Haldimann is a swiss watchmaker. The concept [...]

August 23rd, 2016|

Customer Awareness, domain extensions and brands

Customer Awareness, domain extensions and brands In a new domain name extensions customer awareness catch 22 situation, nobody would launch a domain name with a new extension until customers would be aware, and customers would become aware only if some major sites were launched. While adoption is probably slower than expected, we are not in that situation : According to nTLDstats, the number of new gTLD domains reached 26 million in summer 2016, and not all of them are parked. Some new gTLD sites are very popular :  namu.wiki is estimated by Alexa to be the 12th most popular website in Korea [...]

August 17th, 2016|

jobs dot brand or brand dot jobs ?

Jobs and careers : a popular online destination Jobs is a very popular keyword on search engines. There were, according to google, 13.5 million searches in June 2016. Jobs is also a Top Level Domain name - or a domain name extension - delegated in the root zone file in Sept 2005. It is a sponsored gTLD, and dot jobs "require that each and every applicant be a member of the International Human Resource Management Community and is who they say they are". Many large organizations registered their name in .jobs - whirlpool, att, esteelauder etc. Some of these domains [...]

July 26th, 2016|

Short URL for branded TLD

Short URL are usually non branded A short URL is used to redirect to the exact desired page in a complex website, while keeping it short in length. This is very convenient for technologies such as Twitter that limit the number of characters.  They can also be used to mask the underlying adress, which may be used for illegitimate reasons. Initially, shorter URL were use to make a link more efficient and clear. They can be easily communicated, copy pasted, and limit mistakes when typing. Short URL are usually offered by a certain number of services that have a short domain [...]

July 15th, 2016|

The Frenchitude of branded domain extension

We published recently an article in Safebrand's blog, stating that France was world champion for branded domain extension, to Top Level Domain names : French brands have created more than 50% of the domain names BNPParibas has the most popular"dot brand" site Leclerc ( french supermarket) has launched the first complete online store on dot brand Domain extension 565 brands now have signed an agreement that enables them to use their name at a the Top Level of a domain, creating web destinations such as "www.home.barclays" or "www.pop.swatch". This agreement enables the brands to use that Top Level Domain in [...]

July 14th, 2016|

Brand Building, Vision and Domain Names

Vision and domain name The BMW group has launched three concepts called "next 100". The three concepts are similar but there are three different types of internet adress : BMW is using the new dot brand Top Level Domain: http://next100.bmw. Mini is using a dedicated URL in .uk, https://mininext100.co.uk/ integrates some content in the mini site, http://www.mini.com/next100/, and redirects from their dot brand url next100.mini. Rolls Royce is using a dedicated URL in .com, http://rolls-royce103ex.com, integrates content in their main domain https://www.rolls-roycemotorcars.com/en-GB/103ex.html. Vision of the Future and Brand Building Brand building and DNA can be assessed by many different methodologies - but all agree that the Vision [...]

July 10th, 2016|

e-commerce on dot brand domain name extension website

e-commerce and new domain names extension One of the hope behind new domain name extensions, or new gTLD, was the generation of value through added e-commerce efficiency, via creation of clear, specific and memorable URLs where the customer would find what they want. On the illustration hereunder, the experience with sport.leclerc shows how a product can be used as a domain name: Advertising The advertising using dot brand Top Level Domains can be very creative, mentioning the second level via visual and memorable elements :   Shopping process The e-commerce site under sport.leclerc is quite standard, with the classical steps : This [...]

July 7th, 2016|

Marketing material using dot brand

Dot brand is a marketing tool Dot brand provides brands with the ability to use their brand name as a Top Level Domain, opening a new pristine landscape for marketing. After having gone through the long ICANN process, brands now have the opportunity to generate many domains, and possibly also websites in their “dot brand” world. They can now associate keywords or product categories to their brands, conveying a branded message via their domain name. This association between a keyword and a brand is very powerfull, and turns a domain into much more than a web address. assismoneypenny.sony is meaningfull. The [...]

June 22nd, 2016|

security is one reason why brands launch own domain extension

Security is part of the new dot brand proposition DNS is the way to translate a domain name into an ip adress that the computers can interpret and understand. One part of the DNS process is managed on the Top Level Domain name level, and can be attacked by hackers. Major sites such as google suffered from these attacks. According to theverge.com, google.com.my, the malaysian version of google, was temporarily inaccessible due to a problem with the DNS on the registry side in malaysia. When a brand uses their own dot brand domain name, they are using either their own service, [...]

June 20th, 2016|