This research links branding literature anddomain names to explore electronic, ore-Branding, strategies. It focuses on howthe world’s top brands use domain names toextend their brand online and protect itsassociated reputation against competitorsand imitators. Two hypotheses explore andbenchmark domain name use by the world’stop 75 brands. The results show that mostcompanies register their brand name bothglobally in the .com suffix and locally, forexample, with France’s .fr and Australia’s.au. These top brands had less presence inthe .net and .org global domains, as well asin typographical variations of their .comname. The findings support past diffusionresearch in that size and industry relate toorganizational adoption of technology.Larger brands (in total brand value) andtechnology-based brands had a greateradoption of domain names for e-branding.
|Publication status||Published - 2003|