Is a .Brand Right for You? Six Questions to Ask

What does this shake-up mean for retailers? Simply put, companies may pursue domain names and keywords that are at the core of their business — to the right of the dot. The opportunity poses many challenges, including costs, technical requirements and averting consumer confusion. However, benefits for global brands are noteworthy: improved online marketing and personalization; simple and memorable names for advertising; and greater elements of security and trust.