I won't list all reasons why it makes sense to create a .BRAND Top-Level Domain since all service providers already do that but here is what I think at the moment:
- .BRAND new gTLDs interest Trademarks who want to exist but the level of knowledge is still very low about what one can do with a .BRAND and my fear today is that many are going to throw their money by the window submitting a new gTLD application because they don't have a project. Numbers never lie.
A single domain name to operate en entire website can cost less than $10 a year : why would a Trademark pay $25,000.00 a year, just in ICANN taxes, to own a .BRAND if it has no project to develop its own portfolio of domain names? Just "brand protection"? Come on... - Owning a .BRAND makes sense for many reasons and an important one is the availability of generic keywords...geographic ones too. This availability also means that the number of domain names available is unlimited.
Volume is key here: if creating a multitude of domain name redirection makes no sense to me (I don't see the real SEO advantage, I only see the zero branding one), using "dotBranded" domain names included to an online platform makes much more sense: such a service can be "sold and renewed" like domain names are, once a year. Owning a .BRAND can be very profitable is the domain name comes renewed with a service attached to it. When adding the domain name to a service, the domain name is marketed/promoted every time the service increases in value.
The difference with a generic application is that a .BRAND Registry decides if his "client" can use his platform (also its domain name) or not. Therefore, the .BRAND Registry is in charge of marketing its service since it cannot use the network of accredited Registrars. Welcome to Domain Names As A Service.
To consider your upcoming new gTLD project with creativity (and not waste your time and money with Web3 domains), Jovenet Consulting can help you innovate for the next Round of the ICANN new gTLD program.
