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

The decision to acquire a .brand gTLD depends largely on brand and marketing strategy, market position, customers, and possibly partners and channels. Conducting a business review and developing a thorough analysis will enable companies to make the most informed decision possible.

There are three basic approaches to new gTLDs: take no action, apply to keep the name from being registered by a competitor or apply for marketing potential. The approach will be straightforward for some companies, but others may need to enlist partners to help with domain name strategy and navigating the gTLD application process.