I Don’t Understand Brand gTLDs
I am personally not opposed to new gTLD domain extensions at all. In fact, I am more in favor of them than anything, and like any free enterprise, I encourage entrepreneurial companies to try and make money with them. My bet is there will be some great successes and some pretty big failures.
One thing I can’t seem to understand is why a company like IBM, Canon, or any other well known brands for that matter would choose to spend close to $200,000 on a gTLD application and then whatever the ongoing annual cost is for maintenance. I especially don’t understand it when a brand like Canon doesn’t really have other companies that share the same name and may cause confusion.
From my perspective, a brand .com domain name works just fine. For instance, consumers can easily type-in Canon.com or find it by searching “canon” in Google. The company can use subdomain names or folders for internal pages. For instance, a company like Marriott, with its various locations around the world, might use subdomain names or folders to give each property an individual “website” within the corporate umbrella.
Again in my perspective, Canon.com sounds much better than Canon.canon or Home.canon or anything else that Canon would choose to use for its home page. Of course, they control the entire extension so it can really be whatever they want, but from a marketing perspective, it doesn’t seem to make a lot of sense and may cause confusion.
I do really like the idea of geographic gTLD domain names for large cities. I would think .nyc and will gain some serious traction here in the city, especially if the city government uses the extension for some of its departments. Further, I think generic names like hotels.nyc or restaurants.nyc will be great names to own, and I imagine the registry will be able to build a solid business selling .nyc domain names locally.
That being said, I don’t understand why an established brand, especially those which don’t have other large corporations with the same name, would want to spend so much money applying for and maintaining a gTLD. Can anyone offer some insight?