Article - Domain Names
Domain Names
With the way in which businesses now evolve, many of them online, domain names have been and are increasingly becoming an important integral part of a business’ branding strategy.
What are domain names? Domain names are the easy to remember names for Internet Computers (e.g. www.foot-ansteys.co.uk) which find their way through the network by the use of a unique address known as Internet Protocol numbers or IP addresses, for example,99.45.321.20. A “good” domain is one that is easy to remember and minimizes confusion amongst the public.
There are different categories of domain names: the top-level domain (.com, .net, .org, .edu,.gov); second-level domain (.business.com; .shopping.com); third level domain (xxx.business.com, books.shopping.com etc); and the country code level domains (.uk; .au; .jp). In November 2000 the International Corporation for Assigned Names and Numbers approved 7 new top level domain names (.aero; .biz; .coop; .info; .museum; name; and .pro), as the existing domains had become saturated.
A domain name is unique in that there can be no duplication in domain names, as each
domain represents a specific address on the Internet. In light of this domain name registrars have adopted a “first-come, first served” basis for registering domain names. As a result, it is extremely important that businesses consider and register potential domain names to be used in connection with its business as soon as possible, otherwise, they may not be available later on.
If domain names are not part of the branding strategy from the outset, it is possible that a new business will incorporate a company with its chosen name and will begin trading under that name, only to find out later that the relevant domain name is no longer available. This could in some instances require the company to re-brand entirely, as the public has learned to associate a certain name with a particular company. Domain names are in this sense very similar to trade marks, because the public learns to associate certain domain names with certain companies or businesses world wide. For example, if one were to type in www.hp.com one would expect to access Hewlett Packard’s website. But trade marks are still the “senior” of the two and the interplay between trade marks and domain names will be explained next month.
Accordingly, domain names should always be a consideration when discussing one’s branding strategy. Not only is it important to register the domain names, which today can be done for a minimal fee, but it is just as important to use and renew these when they are due for renewal, otherwise they can be lost forever. Enforcement of the rights in a name is just as important and will be covered in a future e-Briefing.
Marlene Naumann
Foot Anstey Sargent
29 July 2002
Published 29/07/2002.
