Dot Brand Observatory – Brand TLD research

The Dot Brand Observatory is an extensive research programme about the brand TLD domain namespace. Around 550 brands have registered their name at the highest level of the domain hierarchy, the Top Level Domain. Sponsored by Verisign, the research analyses the strategies, tactics and operations of the brands that are proactively using their new domain name to create better customer experience and to enhance their brands. On the dot brand observatory, you will find dashboards for every branded Top Level Domain name, profiles of every website, detailed case studies as well as examples of advertising using a Brand Top Level Domain name. These resources are essential to anyone involved in brand development and protection, looking for inspiration, benchmarks or insights. The Dot Brand Observatory describes how brands generate value from these dot brand domain names, via a better customer experience and more efficient branding. Dot brand stats, facts and figures are captured regularly and analysed in order to provide you with meaningful [...]

May 28th, 2017|

Mid May brand TLD websites launches

Brand TLD status - Mid May 2017 Major brands, such as  Mini, Sharp, Abbott or Canon are active brand TLD. This means that these brands are publishing websites using domain names such as com.mini, global.canon, piccadilly.abbott or aquos.sharp. 550 brands are live, publishing overall around 770 websites. The dot brand observatory publishes a detailed list of every one of these domains and websites. An increasing number of websites are published in the brand TLD space, By mid May 2017, BNPParibas, Komatsu and RMIT launched important websites where the brand name is used as a domain extension. dot bnpparibas TLD Dot bnpparibas is operated  by the french bank BNP Paribas. BNP Paribas is one of the most active dot brand actors. The domain of their main corporate site is group.bnpparibas and the e-banking site is mabanque.bnpparibas. In 1973 the French Tennis Federation asked BNP Paribas to finance the construction of [...]

May 18th, 2017|

Early May brand TLD websites launches

Brand TLD deployment Major brands such as Google, Sony, Audi and Barclays now use their brand name as a TLD - an internet Top Level Domain name - and publish sites called blog.google, environment.google, motionsonic.sony, or home.barclays. While there are no additional brands granted with the possibility to use their brand name as a TLD  - this may grow in the future if ICANN decides to reopen the Top Level Domain space - the 550 brands who oen their brand TLD are publishing sites in their new domain name space.     dot Leclerc TLD Leclerc is a french supermarket, and has created a certain number of specialized stores. The jewellery store is called "manège à bijoux" that translates as the jewellery arena, while the wine specialized store is called "ma cave" - my cellar. These stores are physically located in the supermarket, but [...]

May 7th, 2017|

Better Customer Experience with Brand TLD

Brand TLD support a Digital Third Dimension to Deliver a Better Customer Experience. Branded TLD enable brands to create internet domain names where the brand name is at the end. The Second Level is then open to the brands, enabling to create domains such as environment.google or search.microsoft. This enables to create a better customer experience by making sites that are dedicated to specific purposes and making content easier to access. This offers a new dimension in  digital presence. While websites are flat, branded TLD are three dimensional. Single Site deliver a Two Dimensions Experience. Websites can be represented on a two dimensional hierarchichal mapping. The highest level of the hierarchy is the home page, while the next level is main navigation. The next level of the hierarchy is product catalogue or detailed pages. Institutional content pages, such as brand values, history, blog pages [...]

April 23rd, 2017|

The playful approach for dot Sony new gTLD

Sony uses their dot Sony new gTLD in a playful way   The new James Bond Spectre movie was released in Nov 2015 and Sony supported the launch with a game in the new gTLD space: assistmoneypenny.sony. The objective was to find and capture the bad guys who wanted to capture Moneypenny.  http://dotstories.com/an-overview-of-assistmoneypenny-sony/.  That campaign was also leveraged on social media, where the players could share their scores. In Feb 2016, after the success of the James Bond movie, Sony stopped the game, and since November 2016, the domain name does not exist anymore. Early 2017, Sony has been launching three playful and campaign related domain names : 20th.postpet.sony lostinmusic.sony motionsonic.sony Lost in music dot sony new gTLD In December 2016, Sony launched “Lost in music”, described as a journey to the edge of reality as we bring together the hottest Sony [...]

March 24th, 2017|

Dot Audi supports German dealerships

Dot Audi supports German dealerships Audi is now using the new gTLD dot audi to support its distribution network, following similar programmes in place by MMA, Seat, or Mini. Audi is deploying it at a very large scale – 500 domains – and with complete and complex websites, including a full catalogue and a description of the services in place. Context Audi has registered over 500 domain names corresponding to every Audi Service Centers in Germany, as well as to their external distribution partners and licensees over Germany. The domain name is a combination of: Company name in the case of external companies or Audi Zentrum for the Audi brand itself. Location of the dealership, separated by a hyphen Brand, located at the top level. Some of these partners may have several dealerships. Auto Singer for instance is an Audi dealer that owns 3 garages in south Bavaria – [...]

March 12th, 2017|

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 brand.com, or brand.fr. 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 price by the end user : The user is ready to pay more money because he trusts the brand. Engagement of the customer who is happy to promote actively the brand. Dot brand and branding Over 500 brands have applied to use their name at the top level of [...]

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 wondering if brands would be very creative in their second level domain names, or inversely, if there would there be quickly some standard that would appear for the "home" page, for access to recruitement pages, for financial information, collection or products. 5'000 domain names have now been registered by [...]

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 In April 2012, organizations were able to apply for a Top Level Domain - the part of the domain name that is at the right of the dot - .com for dotstories.com . 600 brands approximately were entitled to use the brand name as a Top Level Domain. Fage, [...]

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". ( nic.swiss homepage ) Since November 1, the swiss watchmaking federation migrated is website to a .swiss domain name : fhs.swiss. fhs dot swiss The swiss watchmaking federation is there to promote the global industry, to establish the criteria for swiss made and to fight against counterfeiting and frauds. The association between the federation and dot swiss goes beyond the simple name, both organization also [...]

November 7th, 2016|