Google

Brand TLDs vs .com: why the world’s biggest brands are making the switch to their own web extension

Last Updated: March 4, 2017

New Top-Level Domains (TLDs) are becoming more popular in the last couple of years, so here’s everything you need to know about them. Please note: this content is produced in association with Neustar. What are New TLDs? TLDs are the suffix component of domain names, and recent deregulation has seen legacy TLDs such as .com, .net or perhaps extensions such as .co.uk now facing competition from hundreds of new options that allow domain names to be created by consumers in extensions such as .club, .luxury or even .nyc for New Yorkers. These changes have also paved the way for over 550 of the world’s largest brands to apply for their own branded extensions – think .ibm instead of ibm.com – where IBM would own all the domains to the left hand side of the dot and create shorter, potentially more memorable URLs. Who applied for a .brand TLD? As a result of the hefty application fee (almost USD $200k), you can pretty much guess the types of organizations that have taken the plunge on this digital asset. From tech giants such as .apple, .google and .microsoft, through to the majority of top tier banks such as .citi, .hsbc and .chase, the big end of town has secured these .brand TLDs. Other notables include big players in retail (.walmart, .nike, etc.) automotive (.ford, .ferarri, etc.), sport (.nfl, .mlb and .nfl). Why might .brand TLDs be so important? .brand TLDs are quite a shift from the simple brand.com model that we’re all accustomed to, but industry experts claim significant benefits both to marketers and to consumers. These include greater flexibility in domain name selection, simplified calls to action in advertising and the ability to reduce reliance on third parties for customer acquisition such as social media or search. However, for consumers perhaps the benefits aren’t so clear and significant education is required. One potential benefit for consumers is that .brand TLDs offer simplified navigation which we haven’t seen in the online world since the halcyon days of Windows 2000. Back when websites had two or three navigation options each and you could find whatever you wanted within one or two clicks (assuming you knew how to get to a website that is) because websites were so much smaller. Now even the best-designed corporate website has hundreds of products, variants, and geographic content presentation intricacies which have driven the significant growth in the use of search as the means of navigating the web. But for large brands making this shift already, their hope is that .brand TLDs have the ability to allow us to simply add a ‘dot’ and get straight to what we want via domains such as jets.nfl or airmax.nike. Examples…

Source: Brand TLDs vs .com: why the world’s biggest brands are making the switch to their own web extension

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

Email Subscriptions

Enter your email address:

Delivered by FeedBurner

Subscribe to our Newsletter

Best Email Marketing Tool!

Multiply Profits AND Automate Your Business

AWeber's email marketing software makes it easy.

Learn how they can do it for you, too.

Follow us on Twitter