In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands have applied for them, and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve. Content produced in association with Neustar. Recap: what brands are doing Tech powerhouse Google has brought together content from more than 19 existing blogs under one roof at www.blog.google, and this site is now Google’s corporate blog. It has also rolled out www.environment.google, which hosts information about the company’s environmental and sustainability work, as well as its future goals. Financial services brands have followed suit, with the homepage of UK bank Barclays, for example, now found at www.home.barclays instead of the historically used barclays.com URL. Statistically, more than half of all brand TLDs fall into either financial or technology verticals. Other recognizable brands including Canon have also made the transition. Perhaps seeking to further separate its global and regional brand propositions, Canon has shifted its global homepage canon.com/global to global.canon. Brand TLDs are generally popular among large multinational companies – more than 40% of brand TLDs have been applied for by Fortune 500 companies, including BMW, which now displays its vision for the next 100 years at www.next100.bmw. Other companies using TLDs include Dell, Deloitte, Nike, NFL, Chanel, Microsoft, Audi and many more. .brand: the benefits When generic TLDs (gTLDs) like .guru, and .ninja were authorised by the Internet Corporation for Assigned…
Article Source: Brand TLDs vs .com (part two): How can brands benefit from a .brand domain?