Branding vs. Generic Domain Names |
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Branding vs. Generic Domain Names


With few exceptions, company brands and generic domain names are opposites. The objective of a brand manager is to distinguish his brand from the competition. The objective of a generic domain name owner is to provide content or advertising links that are general enough to interest the visitors. A brand manager ultimately wants to build loyalty to his brand so the visitor becomes a customer and returns. A typical generic domain owner wants a visitor to click through and possibly provide enough interesting content that the visitor returns so he can click again.

An exception to this is They have built their brand around a generic domain name. When a person wants to find a hotel at a good price or when they want to read reviews about various hotels, they specifically navigate to the brand, When a person who doesn’t know about (the company) navigates to, they are looking to find a hotel. This is a prime example of a brand being built around a generic domain name, giving the loyal customer and the random visitor the same valuable information, while building brand recognition and loyalty for both.

In the case of Calvin Ayre’s Bodog brand, the company wants its clients and potential clients to gamble at and partake in the “Bodog lifestyle.” When the brand was threatened recently, Bodog changed their domain name from to and then finally to Although the domain name changed, the brand and messaging remained constant.

In his blog, Frank Schilling argues that “Calvin should have used this opportunity to buy from Xedoc.” As much as I respect Frank, I disagree with him. First, would have been a very expensive acquisition for Bodog – probably much more than the value they would receive in return. Not only would this have changed the domain name, but it would have completely altered the brand and the lifestyle portrayed. Visitors to are looking for a place to place their bets. Bodog customers are looking for Calvin.

Integrating a brand with a generic domain name doesn’t usually make sense. Yes, a brand can be built around a generic domain name, as demonstrated by the example. However, I don’t think a generic domain name should be used to rebuild a brand.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has sold seven figures worth of domain names in the last five years. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.

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