In this journal article, I discuss effective techniques for building a domain name portfolio to support company brands, and the budget considerations of defensive registrations to discourage cybersquatters.
NEW TOP-LEVEL DOMAIN NAMES ADD .XXXTRA COMPANY BURDEN –
GROUP ACTIVITIES FOR CREATING EFFECTIVE
DOMAIN REGISTRATION PORTFOLIOS
c 2012-2015 Perry Binder
Published in The Atlantic Law Journal (footnotes deleted)
Companies are continually deciding which domain names to register for strategic business purposes or for the defensive purpose of keeping names out of the hands of cybersquatters, business competitors, and those who wish to “gripe” about a company. There are now twenty-two generic TLDs (“gTLDs”), ranging from .com to .xxx. In addition, TLDs have been established for over 250 countries and external territories and are referred to as "country-code" TLDs or "ccTLDs.”Finally, in early 2012, companies decided whether to spend $185,000 to purchase their company name as a branded TLD extension, or a generic word which may relate to the company’s business or product:
In the for-profit world, that means that instead of going to coke.com or nike.com, you might be able to go to drink.coke or justdoit.nike. Nonprofit groups could reserve the .school domain and hand one out to every elementary school. Cities could consolidate their online presence at .nyc or .losangeles. And interest groups could stake out their own corner of the Web by offering every auto junkie a .car domain name, every law firm a .law address, and every restaurant a site that ended with .food.
With so many choices and shrinking corporate budgets, a business strategy must be developed by large and small businesses to determine which domain names to register and which to walk away from. Equally important is a strategy for deciding which domain names owned by cybersquatters are worth retrieving and which ones may not be worth the effort.
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