By Thom Davies
As seen in
Key takeaways:
Objective: .com domains are premium online real estate, but as alternative top-level domains from .ai to .xyz become increasingly normalised, brands have more choice than ever over their online home. While these domain extensions present opportunities for brand positioning and can be paired with super-short, memorable names, they can also pose problems. To help brands build domain strategy and for long-term risk planning, we sought to find out how founders perceive the risks of not owning the .com version of your domain name.
To what extent do you agree or disagree with the following statement: “Not owning the .com version of a domain increases the risk that a brand could be copied or imitated.”
C-Suite (e.g., CEO, CFO, COO) and Founders
To what extent do you agree or disagree with the following statement: “Not owning the .com version of a domain increases the risk that a brand could be copied or imitated.”
While .com domains are scarce, they remain the gold-standard for brands. The majority of founders agree that brands operating from alternative extensions face risks of being imitated or copied. That doesn’t mean these extensions can’t be a great home for your brand — but they must be paired with a naming and branding strategy that builds a powerful identity your customers can’t fail to recognize.
If you’re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact thom@atomradar.com to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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