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Five reasons companies consider owning TLDs
Direct conversation with numerous corporations reveal five discreet motivators driving the decision to apply for private gTLDs.
- IP and trademark defense. Some trademarks that are unique, but many are shared by companies in different industries or geographies. Some companies are choosing to apply for corporate names or major trademarks.
- Improved marketing performance. Most companies are interested in improving online marketing effectiveness.
- Brand positioning. Companies that benefit from being current, cutting edge, or tech savvy see a TLD as opportunity to demonstrate these qualities.
- Security. Brand TLDs can be visible cue that websites are official.
- New applications. TLDs offer opportunity for new applications that would be cumbersome or ineffective using existing domain naming schemes.
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Marketing aspects can be difficult to support since brand gTLDs will be new. Melbourne it has commissioned independent research assist in developing quantifiable metrics to aid in determining marketing value. We are making the summary of our research available simply by telling us a little bit about yourself.
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