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Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
Dot brand domains - a decade chance for brands
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Dot brand domains - a decade chance for brands

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With a historic impact for the entire internet community, the Internet Corporation for Assigned Names and Numbers (ICANN) has decided to open the internet domain name space for a new era of generic …

With a historic impact for the entire internet community, the Internet Corporation for Assigned Names and Numbers (ICANN) has decided to open the internet domain name space for a new era of generic Top Level Domains (new gTLDs). This means that you now have the opportunity to apply for your preferred and self-chosen TLD, your own .brand. The application window is open between January and April 2012 – so now is the time to get prepared in order to save your very own TLD!

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  • 1. .brand Domains– A Decade Chance to Boost Your BrandDiscussion PaperMunich, July 2011
  • 2. Copyright This document is intended for personal use only. Distribution is only permitted without any changes or omissions – publication, in whole or in parts, requires prior written consent by MÜCKE, STURM & COMPANY and correct citation of sources. The herein published texts and graphics were used by MÜCKE, STURM & COMPANY in the context of a presentation; they themselves do not represent the presentation in its entirety. All mentioned company names, logos, brands, brand symbols and other copyrighted material are the sole properties of the respective company; they are only used for illustrative purposes. 1
  • 3. As of 2012, companies and organizations have the first-time opportunity to apply fortheir own, self-chosen TLD1, i.e. their own .brand in the internet domain space. Expansion of Internet Domain Name Space + New .brand Domains  http://www.flights.lufthansaOld TLDs  http://www.service.allianz http://www.basf.com Expanded  http://www.a6.audi http://www.amd.de gTLDs 2 http://www.facebook.comOld generic TLDs gTLDs 2 + New generic TLDs  http://www.used.car http://www.leo.org http://www.apple.info  http://www.salesforce.crm http://www.intel.biz  http://www.intel.cpu TLDs 1 gTLDs The Internet Corporation for Assigned Names and Numbers (ICANN) has decided to open the internet domain space for the new era of generic Top Level Domains.1) TLD = Top Level Domain2) gTLD = generic Top Level Domain 2
  • 4. An early .brand engagement has a strong positive impact on brand equity. Positive Brand Equity Impact of .brand Domains 3
  • 5. The image of .brand domain leaders will be perceived as more innovative. Benefit 1: Innovative Image Innovator Imitator Commodity Phase Phase Phase .brand TLDs 1,000 500 t Being among the first to get a gTLD domain will ensure you a highly innovative image as there is a limit of only 500 .brand domains in the first application period. 4
  • 6. Increased brand awareness rewards an early investment in a .brand domain. Benefit 2: Brand Awareness .brand TLDs Website Traffic Start of New gTLDs All TLDs non-brand TLDs t Compared to your competitors, your .brand domain will rank much higher on search engine result pages (SERPs). As a result, your .brand domain‘s traffic will increase significantly. 5
  • 7. Your individual .brand domain space protects your customers as well as your brand. Benefit 3: Brand and Customer Protection service pla team gia r ism product 3 finance frau product 2 d .brand product 1 career tors competi info product product line 2 o line 1 to e- m Your .brand web space will be protected from fraud and plagiarism, as you will self-operate your domain and thus control who can use your .brand domain. 6
  • 8. A .brand domain significantly increases your website’s usability by reducing itscomplexity by at least one level. Benefit 4: Increased Usability Present: no .brand domain Future: .brand domain www.yourbrand.com .yourbrand product line service contact product 1 product 2 product 3 service product 1 product 2 product 3 http://product2.yourbrandhttp://www.yourbrand.com/productline/product2/details.html 7
  • 9. Receiving a .brand gTLD requires the preparation of a comprehensive applicationwithin a short period of time following an extensive set of requirements. ICANN Application Process and Efforts 8
  • 10. Interested companies are recommended to act now in order to submit the highlytime-consuming application within the given timeframe. ICANN Schedule and Deadlines 9
  • 11. MS&C is a strong partner for your successful .brand introduction due to its deepfunctional expertise drawn from the first German .brand application project. Why MS&C? Strong Industry and Unique Relevant Experience Competitive Pricing Functional Knowledge 10
  • 12. Fahim Alefi and Prof. Dr. Jens Gutsche possess the knowledge and experience forthe application and implementation of a .brand strategy.Fahim Alefi Prof. Dr. Jens Gutsche  Mücke Sturm & Company, Partner  Mücke, Sturm & Company, Partner  Oliver Wyman Consulting,  Arcor, Chief Marketing Officer Associate Partner  Deutsche Telekom, Head of Marketing  goetzpartners Management Strategy and Brand Management Consultants, Manager  Lufthansa Passage, Head of Marketing  Cap Gemini Ernst & Young,  AOL Germany, General Manager Senior Consultant Marketing and SalesRelevant Experience Relevant ExperienceFahim Alefi is trusted advisor for the only German gTLD project. Jens Gutsche gained international reputation among marketingHe provides deep knowledge concerning the ICANN application practitioners for multi-national cooperations. He offers highlyprocess, and the technical and financial requirements. Mr. Alefi is relevant management experience from a corporate perspective.deeply involved in the hands-on implementation for our client. He is very knowledgeable in branding and brand equity topics.During his more than 12 years of consulting experience, Fahim With more than 16 years of management and marketingAlefi managed various projects for national and international experience, Jens Gutsche excels as an expert for marketingcooperations within the telco, media and high tech industries. management, restructuring, and strategy projects. 11
  • 13. Contact Fahim Alefi Partner Theresienhöhe 12 80339 Munich, Germany Phone +49 89 461399 - 0 Fax +49 89 461399 - 777 Internet www.muecke-sturm.de 12

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