The quality of the domain name is related to your brand value!

Investment 24 Aug 2023 02:13:41 AM By:DN domain name editor
Abstract:

A domain name is far more than just a simple web address. For companies with a long-term perspective, choosing a good domain name before launching a website is crucial for future market promotion, product marketing,

A domain name is far more than just a simple web address. For companies with a long-term perspective, choosing a good domain name before launching a website is crucial for future market promotion, product marketing, and brand establishment. A good domain name serves as a potent tool for gaining a lasting advantage in the competitive market.

Enhances a Positive Corporate Image:

A good domain name symbolizes a company's strength. If the domain name is concise, memorable, and aligns with the company name or brand, it will leave a lasting impression on customers. A good domain name can attract more repeat visitors and stimulate more potential customers. For instance, when you think of Baidu, you remember its domain name: baidu.com. Taobao's domain name is taobao.com, and JD's domain name is jd.com.

The quality of the domain name is related to your brand value!

Facilitates Market Promotion and Product/Service Promotion:

A strong domain name allows customers to quickly remember and find you, making promotion much more effective. In the competition among major portal websites and microblogs, Sina's successful acquisition of weibo.com and its related suffix domains is a notable example. Weibo.com makes users feel that "weibo" is synonymous with "Sina Weibo." The inherent strength of the domain name propelled it far ahead of other similar microblogging sites.

Protects the Brand:

To prevent malicious use of corporate-related domain names that could damage the brand's image, it's essential to acquire domain names that best reflect the website's name. Ensuring that these valuable domain names don't fall into the hands of competitors is crucial. Protecting mainstream domain names related to your brand is recommended. Purchasing other valuable domain names to redirect to your website is also beneficial. The notable dispute between "real" (kaixin001.com) and "Fake" (kaixin.com) was due to domain names, causing significant losses for Kaixin001. A good domain name plays a pivotal role in promoting brand visibility and gathering popularity for the enterprise. Conversely, an inappropriate domain name can severely hinder future brand enhancement. Notably, 360 recently spent 100 million RMB to acquire the domain name 360.com, highlighting the critical role of domain names in brand protection.

Generates More Traffic:

Certain domain names inherently carry traffic. For instance, before car.com had an established website, it attracted numerous automobile enthusiasts. Such domain names can garner substantial traffic even before extensive promotion. A good domain name can bring in traffic, saving significant advertising costs. It's no wonder that business.com was sold for $7.5 million in the US, and it's estimated that sex.com earns several million dollars annually in advertising revenue. These are facts, not just hearsay. A good domain name is a substantial intangible asset for individuals and businesses, with the domain name's value for Yahoo's website exceeding $100 million.

Domain Names are Unique and Limited Resources:

Compared to trademarks, domain names possess even stronger uniqueness. Domain names are generally allocated on a first-come, first-served basis. Latecomers can only register other domain names or negotiate to purchase the desired domain name. Waipojia.com, owned by the restaurant chain Wai Po Jia, was once bought for 180,000 RMB at a domain name auction. Chairman Wu Guoping stated that they spared no expense to secure the domain name due to recognizing the business opportunities online and learning from the lesson of losing a trademark.

Domain Names are Valuable Assets for Enterprises:

Many companies nowadays find their websites ineffective, often due to their domain names, especially in a landscape full of websites. If you use a self-created domain name that doesn't match your company's real name, it's harder for people to remember and find your website. Even if your website's system and content are excellent, they won't yield results without visitors. The cost of promoting and advertising to make up for a poorly chosen domain name can be far higher than the domain's value, an issue dubbed as "burning .COM." This is akin to gaining sesame seeds but losing watermelons. If the domain name corresponds to your business name, clients can easily remember it, bringing long-term brand benefits.

We all know that the value of a successful brand is immense, serving as a wealth for companies. A brand is a culture, something intangible yet deeply felt. Building a renowned brand is challenging, necessitating substantial advertising costs and high-quality marketing personnel. How much advertising cost can a brand name domain save for a company? How much economic and brand benefit can it bring? Those who have experienced this are well aware.

Regrettably, some companies are willing to spend significant amounts on short-term and ineffective advertisements in other media while neglecting the relatively small cost of acquiring a valuable brand name domain, which can bring long-term benefits. This outdated mindset becomes apparent when they eventually realize the loss of numerous customers and significant expenses. To illustrate, consider a simple scenario: a customer wants to buy a product, and there are two brands to choose from. 

The customer first enters your company's domain name and finds another website. Then they enter another company's domain name and easily access it, obtaining sufficient information. In this case, which brand do you think the customer is more likely to choose?

Due to the uniqueness of domain name resources, good domain names have become scarce resources. They represent not only a company's unique identity on the internet but also a comprehensive reflection of its products, services, image, and reputation. Domain name value also increases with its influence. Additionally, domain names can be used for trading, parking, financing, and even collateral. Digital assets have now gained legal protection, and the concept of domain names as assets is gradually being recognized.

Not to be missed! Schedule of major global domain name summits in 2024

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The quality of the domain name is related to your brand value!