Domain Names and eBranding
Dr Jamie Murphy
UWA Business School
Overview
00rands in an online environment
00omain names as a brand
00lobal versus country domains
00omain name strategies
00roactive Strategies
00ffline Strategies
Brands in an Online Environment
00ncreased importance of brand trust
00xtend and enhance existing brand efforts
00hallenge of search engine listings
00nline visitors often guess, then search
00omain names as a brand
Domain Name Branding
00ebsite addresses, such as
suteraharbour.com
suteraharbour.com.my
00Mailaddresses, such as
sutera@suteraharbour.com
info@suteraharbour.com.my
Global versus Country Domains
Global
0Global admin (icann.org)
0Dozen+ and not two letters,
.com, .org, .travel, .info
0Open access
0Usually less expensive, from
US$10 annually
0Rent, not own
Country
0Country-level admin
0200+, two letters, .vn, .my, .th
0Usually restricted access
0Prices vary, such as 40-100
Ringgitin .my
0Rent, not own
Domain Name Strategies
00randed name
00ree Google and Yahoo options such as
hotelabc@yahoo.comor
hotelabc@gmail.com
00hort, memorable, easy to type
00lobal
and
local domains
00tart with email addresses
00atch email and website domain name
00roactive is cheaper than reactive
Proactive Strategies
00egister name(s) now to prevent abuse
00eflect on global (.com) versus local
strategy (.com.my or .co.th)
00eflect on multiple names, i.e,
suterahar bour .comand suterahar bor .com
00edirect to preferred domain name
00egister for multiple years
00egistration information is critical
Offline Strategies
00ollateral material
00dvertisements in all media
00mployee awareness
00ther?
In Summary
00randing is particularly important online
00omain names are essential to
eBranding
00omain name strategy should consider
multiple names and be proactive
00ent but never own
Thank-you
00wa.edu.au
00uestions?
Links
00cann.org (administration and approved registrars)
00id (www.cctld.or.id)
00in (www.registry.in)
00ky (www.mptc.gov.kh)
00la (www.la)
00my (www.mynic.net)
00vn (www.vnnic.net.vn)
00ph (www.domreg.org. ph)
00th (www.thnic.net)
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