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What Are Dot Brand Domain Names and How They Support Better Branding and Customer Experience

July 6, 2017

A new Digital Flagship

Swatch advertised on its skin collection with a minisite that could be accessed by typing the following URL: skin.swatch.

Swatch owns the extension “.swatch” and could be deploying all its digital platform using this extension, creating a consistent and fully branded digital flagship to consolidate and manage all the digital assets.

Abbott, the pharmaceutical company, is deploying a large number of sites across the world and the various verticals using that Top Level Domain name. An overview of all of abbotts domains in April 2017 can be found on the dot brand observatory – dotbrandobservatory.com.

Branded Top Level Domains

A fully qualified domain name is composed of minimum two strings, separated by a dot.

The right part is the Top Level Domain. It is the environment – the “where”

The left part is the Domain itself, the objective or the task that is pursued – the “what”.

On a “dot brand”, customers will be looking for an objective on your brand territory. These domains are also called:

  • Single Registrants Domains
  • Corp TLD
  • Branded TLD

Websites are heavy, cluttered and complex.

Web development is agile, new versions of the apps are elaborating the initial designs. Yet, a website structure remains quite unflexible, due to a highly engineered taxonomy and customer experience, based on personas. These structure are also complex due to the fact that brand websites must host very heterogeneous type of information such as financial content, recruitment and HR, legal and IP information, product information, sales, distribution and so much more – all this under one single roof and technology.

dot brand build up a new dimension

A dot brand is like moving from a flat surface to a volume. With their dot brand, the brand is able to create multiple The new gTLD enables you to host a subtle and nuanced digital presence. You can create many different atmospheres, and make sure that the various elements of your digital landscape are synergized and do not compete for some piece of limited real estate.

With your dot brand gTLD, you’ll be able to reorganize your content in an agile, flexible and customer centric fashion.

The dot brand observatory provides an extensive research on the branded new gTLD world.

Deliver a better and more explicit customer navigation

Your website is now a promise to the customer, not a simple portal. “service.brand” indicates clearly what the customer will find, providing him with a much more enjoyable online experience, improving customer satisfaction and consequently conversion and loyalty. Many brands do not have content but are actually redirecting to their brand home page. Dot stories supports brands in the activation of their dot brand with dedicated systems and tools.

Can you get a dot brand?

In April 2012, organizations were able to apply for a Top Level Domain. 600 brands approximately were entitled to use the brand name as a Top Level Domain, enabling to create a multitude of second level branded domains. A new opening is presently under discussion at the level of ICANN but no specific planning or deadline is wet on the table.

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