.brand Domains– A Decade Chance to Boost Your Brand

Discussion Paper

Munich, July 2011

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Copyright

This document is intended for personal use only.

Distribution is only permitted without any changes or omissions – publication, in whole or in parts, requires prior written consent by MÜCKE, STURM & COMPANY and correct citation of sources.

The herein published texts and graphics were used by MÜCKE, STURM & COMPANY in the contextof a presentation; they themselves do not represent the presentation in its entirety.

All mentioned company names, logos, brands, brand symbols and other copyrighted material are thesole properties of the respective company; they are only used for illustrative purposes.

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As of 2012, companies and organizations have the first-time opportunity to apply for their own, self-chosen TLD1, i.e. their own .brand in the internet domain space.

Expansion of Internet Domain Name Space

1) TLD = Top Level Domain2) gTLD = generic Top Level Domain

The Internet Corporation for Assigned Names and Numbers (ICANN) has decided to open the internet domain space for the new era of generic Top Level Domains.

TLDs 1

gTLDs

gTLDs 2

ExpandedgTLDs 2

http://www.flights.lufthansa http://www.service.allianz http://www.a6.audi http://www.basf.com

http://www.amd.de http://www.facebook.com

http://www.used.car http://www.salesforce.crm http://www.intel.cpu

Old TLDs

+ New .brand Domains

+ New generic TLDs

http://www.leo.org http://www.apple.info http://www.intel.biz

Old generic TLDs

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An early .brand engagement has a strong positive impact on brand equity.

Positive Brand Equity Impact of .brand Domains

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The image of .brand domain leaders will be perceived as more innovative.

Benefit 1: Innovative Image

1,000

500

.bra

nd T

LDs

Being among the first to get a gTLD domain will ensure you a highly innovative image as there is a limit of only 500 .brand domains in the first

application period.

Innovator Phase

ImitatorPhase

CommodityPhase

t

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Increased brand awareness rewards an early investment in a .brand domain.

Benefit 2: Brand Awareness

Compared to your competitors, your .brand domain will rank much higher on search engine result pages (SERPs). As a result, your .brand domain‘s

traffic will increase significantly.

Web

site

Tra

ffic

Start of New gTLDs

All TLDs

non-brand TLDs

.brand TLDs

t

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Your individual .brand domain space protects your customers as well as your brand.

Benefit 3: Brand and Customer Protection

Your .brand web space will be protected from fraud and plagiarism, as you will self-operate your domain and thus control who can use your .brand

domain.

service

career

info

team

finance

product 1

product 2

product 3

product line 1

productline 2

competitors

fraud

plagiarism

me-to

o

.brand

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A .brand domain significantly increases your website’s usability by reducing its complexity by at least one level.

Benefit 4: Increased Usability

http://www.yourbrand.com/productline/product2/details.html

Present: no .brand domain Future: .brand domain

product 1 product 3

http://product2.yourbrand

serviceproduct 2

www.yourbrand.com

product line service contact

product 1 product 2 product 3

.yourbrand

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Receiving a .brand gTLD requires the preparation of a comprehensive application within a short period of time following an extensive set of requirements.

ICANN Application Process and Efforts

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Interested companies are recommended to act now in order to submit the highly time-consuming application within the given timeframe.

ICANN Schedule and Deadlines

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MS&C is a strong partner for your successful .brand introduction due to its deep functional expertise drawn from the first German .brand application project.

Why MS&C?

Strong Industry and Functional Knowledge

Unique Relevant Experience Competitive Pricing

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Fahim Alefi and Prof. Dr. Jens Gutsche possess the knowledge and experience for the application and implementation of a .brand strategy.

Fahim Alefi Prof. Dr. Jens Gutsche

Mücke Sturm & Company, Partner

Oliver Wyman Consulting,Associate Partner

goetzpartners Management Consultants, Manager

Cap Gemini Ernst & Young,Senior Consultant

Mücke, Sturm & Company, Partner

Arcor, Chief Marketing Officer

Deutsche Telekom, Head of Marketing Strategy and Brand Management

Lufthansa Passage, Head of Marketing

AOL Germany, General Manager Marketing and Sales

Relevant ExperienceFahim Alefi is trusted advisor for the only German gTLD project.He provides deep knowledge concerning the ICANN application process, and the technical and financial requirements. Mr. Alefi is deeply involved in the hands-on implementation for our client.

During his more than 12 years of consulting experience, Fahim Alefi managed various projects for national and international cooperations within the telco, media and high tech industries.

Relevant ExperienceJens Gutsche gained international reputation among marketing practitioners for multi-national cooperations. He offers highly relevant management experience from a corporate perspective. He is very knowledgeable in branding and brand equity topics.

With more than 16 years of management and marketing experience, Jens Gutsche excels as an expert for marketing management, restructuring, and strategy projects.

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Contact

Fahim Alefi Partner

Theresienhöhe 1280339 Munich, Germany

Phone +49 89 461399 - 0Fax +49 89 461399 - 777Internet www.muecke-sturm.de