In 2011, the Internet Corporation for Assigned Names and Numbers (ICANN) unleashed a new era of competition designed to expand the possibilities of Internet domain names and create a more accessible, secure and innovative Internet.
In 2012, brand owners were able to apply to own a unique “generic Top Level Domain” (gTLD). A gTLD or TLD is the suffix that is “right of the last dot” in an Internet address, as in www.Nike.com, www.ICANN.org or www.Afilias.info. Now instead of .org or .com, your brand name is the top-level domain. So long .com. Hello dot Brand.
Your dot Brand uniquely supports your brand architecture. Depending on your competitive situation and your strategic vision for your brands, a new dot Brand TLD lets your firm protect your intellectual property and control your brand space in new, never-before-possible ways. For the first time, you control 100% of what happens in your domain. You control your brand by deciding who registers a name in your TLD.
Imagine creating a simplified, brand-supporting URL shortener that enables your firm to invent new ways for your registered stakeholders to interact with your brand.
What new brand innovation and competitive advantages would The Coca Cola Company gain over PepsiCo, if PepsiCo were stuck with yesterday’s dot Com-era TLD: www.pepsico.com/Brands/Pepsi_Cola-Brands.html while The Coca Cola Company used a newer, memorable, simpler-to-use and more secure www.Diet.Coke?
Watch our short video, “Welcome to a .Brand New World,” to stimulate your dot Brand imagination and learn how to apply for, launch and manage your new dot Brand domain with the help of the most experienced TLD registry services partner in the world – Afilias. This video will help prepare you and your team for when the next window to apply opens.
Learn more about dot Brand TLDs and what to expect. Simply email the Afilias dot Brand team to schedule a no-obligation, exploratory conversation.