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.brands Industry Report Everything you need to know about .brands SEPTEMBER 2020
What is a .brand?
brand.com anything.brand
A .brand is a top-level domain (TLD) like .com or .co,
but with your brand name to the right of the dot. It’s
your own custom-branded digital ecosystem, where
you have total control over the entire namespace.
Over 500 of the world’s largest brands now have their
own piece of internet real estate. It’s time to end the
search, and start connecting.
www.makeway.world
.brands Industry Report
Contents 06
By The Numbers
10
How Sky Group
is managing their
global digital IP
16
Showcase: Highlights
18
Using your .brand in
crisis - A COVID-19
analysis
22
A brand new home for
GoDaddy Registry
September 2020
Foreword
.brands Industry Report
05
Welcome to the .brands Industry The ‘By the Numbers’ section that
Report for mid-2020, the first of our starts on Page 06 contains some of the
publications as GoDaddy Registry. After most impressive statistics we’ve seen
two proud decades as Neustar Registry, in our history of preparing this report,
our team is excited to be joining the showing a continued momentum in
GoDaddy family of companies. Rest .brands but a noticeable upswing in
assured, as GoDaddy Registry we usage over the last 12 months. In this
will continue to support the .brands publication, we’ll also explore industry
industry and provide you with all the verticals to see how this impacts .brand
latest news and insights as we have in usage around the world.
the past. We will also continue to “walk
the talk,” as our business will live on the Finally, COVID-19 is such an impactful
shiny, new .godaddy brand TLD. topic for our world right now and
our analysis on what this means for
You can find our new website at .brands can be found on Page 18. It’s
www.registry.godaddy, which we great to see a number of household
discuss on Page 22 of this report. The brands using their .brand for this type
launch of .godaddy is exciting for all of controlled and specific messaging
of us, and just as we did with .neustar, and these organizations have really
we will document every step of the way embraced some of the core benefits of
and share the journey with you. owning your own TLD.
In this report, we highlight one of On that note, we hope that you
the largest media organizations in and your families are staying safe
the world, The Sky Group. Sky fully as we collectively navigate the so
understand the complexities of running called “new normal”. We’re all in
a geographically dispersed and multi- this together, so please feel free
dimensional business as much as to contact us should you need any
anyone. On page 10 Tony Kirsch speaks assistance or even if you just want
exclusively with Dawn Shackleton – to have a friendly chat.
Head of Online Brand Protection at
Sky on about what it means to manage To you and yours: stay safe and
digital IP in the modern world, and healthy, and please enjoy this .brand
how their use of .sky is helping them Industry Report.
overcome a range of challenges. This
is a must read for IP managers and
TLD operators and helps to identify Jason Loyer
strategies that help stimulate usage of Director, Client Services,
your .brand TLD. GoDaddy Registry
September 2020
By the numbers
Total resolving Domains used for
Total domains domains the first time
19,920 3,535 26
up
16% up
21% new record
Average number of Number of TLDs with
domains per TLD more than 50 domains
35 48
up
10% up
20%
Stats correct as at June 30, 2020. Growth rates indicate change over twelve months from Jul 1, 2019 to Jun 30, 2020
Registered .brand domains
1 .dvag
3771
2 .audi
2030
3 .mma
1871
4 .allfinanz
1010
5 .seat
747
6 .mini
676
*Data - 1 July 2019 to 30 June 2020
.brands Industry Report
07
Fastest growing .brand domains
.cbs 600%
.sbi 300%
.vig 140%
.BRANDS
.sew 100%
.itv 100%
.dhl 81%
0% % OF GROWTH OVER 12 MONTHS 600%
Most resolving .brand domains
1300
1000 1186
NUMBER OF DOMAINS
700
500 512
300
100 107
88
83
0
.audi .seat .schwarz .weber .bmw
.BRANDS
*Data - 1 July 2019 to 30 June 2020
September 2020
Fastest growing .brand registrations by industry
6000
5000
NUMBER OF DOMAINS
4000
3000
2000
1000
0
DEC 2017 DEC 2018 DEC 2019 JUNE 2020
YEAR
Information
Insurance Automotive Technology Industrial Banking and Financial
Top 5 resolving domains by industry
1 Automotive
2 Banking &
Financial
3 Retail
4 Industrial
5 Information
Technology
*Data - 1 July 2019 to 30 June 2020
.brands Industry Report
09
Countries leading the way with .brand domain names
8813
NUMBER OF DOMAINS
3591
2562
865
636 567 563 430 409 324 282
Germany USA France Spain Japan Australia UK China Brazil Switzerland Italy
COUNTRY
Countries with the fastest growth in
.brand domain registrations (%)
Kuwait 165% 34% Russian Federation
Austria 80% 30% Australia
India 37% 23% Israel
*Data - 1 July 2019 to 30 June 2020
September 2020
FEATURE ARTICLE
How Sky Group
is managing
their global
digital IP
Tony Kirsch Dawn Shackleton
Head of Professional Services, Head of Online Brand Protection,
GoDaddy Registry Sky Group Technology
.brands Industry Report11
Sky Group is one of the world’s and facilitate the provision and and educating customers and staff of
most diversified Direct-To- promotion of online compliance the latest phishing scams infringing
Consumer media organizations policies and guidance. I am also on Sky’s brands is a never-ending
and operates across numerous proud to be an active member task that my team work with cyber
countries and business areas. and sit on the board of the Brand security to tackle the issues we
Since their acquisition of the .sky Registry Group (BRG). face. We also work closely with
TLD, Sky Group have consistently the IP lawyers to close sites, apps
experimented with .sky and are Tony Kirsch: What does the Sky and social media accounts that are
one of the foremost advocates of Group digital IP portfolio look like? infringing
.brand utilization. on Sky’s
“MY TEAM IS THE
Dawn Shackleton: Sky has multiple trademarks
CENTRAL DOMAIN
In this exclusive interview, domain portfolios across the via a domain
MANAGEMENT
GoDaddy Registry’s Tony Kirsch different territories that it operates name. Another
HUB FOR ALL SKY
talks with Dawn Shackleton – Head out of. My team is the central big challenge
TERRITORIES...”
of Online Brand Management to domain management hub for all Sky is finding
discuss all things digital IP, .brand territories, and we set the domain dotCOM
and how .sky is slowly becoming name strategy and policies for the domains for new products and
part of this giant organization’s whole of Sky Group. In the UK sky. services, as most skygenericword.
future online footprint. com is used for customer facing com domains have been registered
services. Whereas the ccTLD is used by domain prospectors if not already
Tony Kirsch: Thanks for taking the for Rep of Ireland, Germany, Italy, owned by Sky. To purchase generic
time to speak with us Dawn. To start, Austria, Spain and Switzerland. two-word domains is expensive and
could you tell us a little about your The active domains and defensive challenging. Lastly having a generic
background and your current role in domains reflect the trademarks, word for a brand makes defending
terms of managing Sky’s digital IP? products and services available to it a rather large brand protection
customers within each country. exercise on a global level and across
Dawn Shackleton: Hello Tony, it’s multiple languages and cultures.
absolutely my pleasure. I have Tony Kirsch: What are the 5 most
worked for Sky in the UK for over 22 concerning challenges you’re facing Tony Kirsch: What strategies
years in many guises. Currently today in terms of managing the (including .sky, but not specifically
I am Head of Online Brand Protection domain portfolio for Sky? related to .sky) have you found
and my team useful to implement to overcome
works out of Sky’s “I HAVE WORKED Dawn Shackleton: TV and film these challenges?
Group Technology FOR SKY IN THE content acquisition and license
Office. My team’s UK FOR OVER 22 agreements with major studios Dawn Shackleton: Brand protection
responsibilities YEARS IN MANY and sports organisations in the internet name space makes
include managing GUISES.” around the world and it necessary to build collaborative
Group Sky internet producing home grown content and strong working relationships
name space (domains and dotSKY is incredibly expensive. Preventing with legal and security teams. At
registry), provide DNS support for and shutting down content piracy Sky, Nisha Parkash in my team and
technology and business teams, sites on the public and deep web is I are the domain specialists and
manage the external PKI providers the top challenge for Sky. Preventing we treat domains as digital assets,September 2020
Dawn Shackleton: At most large
companies’ people move on or change
their roles and Sky is no different.
This means that getting long term
traction and awareness of dotSKY is
a time consuming and often arduous
task. It was especially hard during the
build up to the Application process
and until delegation. It’s not easy
which they are. Technologists Tony Kirsch: Are these challenges trying to explain what a TLD is and
love a strategy and over the last consistent with what you hear from why it’s different to a 2LD domain
four years we have agreed with other brand owners? Or are there name. Sky has benefited from me still
the legal, business, technology differences you see depending on being around to manage the dotSKY
and product teams the Group Sky the types of organizations? registry. Plus, some of our legal folk
Domain Management Strategy. For that took part in the feasibility study
a large organisation it is essential Dawn Shackleton: In particular and the Application contract work
to have a centralised and cohesive content piracy is the biggest are still at Sky. Luckily, they remain
domain management strategy and headache for TV and film companies engaged with the registry and domain
promote awareness of the policies as it is global and in the main management. This has meant that
to all areas of the business. Some associated with organised crime. the TLD wasn’t forgotten about and
of our domain policies include not Phishing scams are a nightmare mothballed. By including the TLD in
looking up availability of a domain for all commercial enterprises no all domain requirement discussions
name outside of my team, avoid matter what size of organisation around the company we were able
the use of hyphens, not registering you are. Your relationship with your to promote dotSKY as an alternative
typo domains (where does it end?), customers can easily be tarnished if source of domain names. By being
we don’t allow the use of other you don’t proactively try and close- consistent with our domain name
brand trademarks and we even have down the scams or at least inform messages since delegation we have
policies to cover sub domains (3LDs) your customers to be on the lookout built up a top to bottom awareness
and DNS domain delegations. We for them. It costs many millions to of dotSKY. People now come to us
also utilise a report build and market a reputable asking for a dotSKY domain name,
we receive from “PEOPLE NOW brand and yet for a few bucks so the consistency and perseverance
one of our domain COME TO US ASKING a criminal using a similar has paid off. Mind you to begin
management FOR A DOTSKY domain name (often using a with we had to be cautious about
suppliers that flags DOMAIN NAME, SO hyphened or typo domain) can drumming up too many requests for
domain registrations THE CONSISTENCY destroy a brands reputation. dotSKY domains because of having a
containing the AND PERSEVERANCE restricted number of domains that we
words ‘sky’ and HAS PAID OFF.” Tony Kirsch: What have been were able to register. After a successful
‘now’ (NowTV is a no contract OTT some of the challenges that you’ve renegotiation of the backend
box and service). This enables Sky’s experienced in terms of building agreement with our provider we now
security teams to watch for any awareness and excitement to use have a substantial increase in the
infringing activity on those domains. .sky internally? number of domains we can register.
A win, win situation for all concerned.
.brands Industry Report13
Tony Kirsch: What about any Tony Kirsch: What have you found For example:
challenges related to being a media useful in terms of successful
organization with multiple divisions, education tactics? • Skygroup.sky – corporate
and multiple geographical locations? https://www.skygroup.sky/
Dawn Shackleton: One of my team’s
• Productionservices.sky - https://
Dawn Shackleton: Group Sky is responsibilities is to facilitate the
productionservices.sky/
an international organisation and provision of online compliance
• Analytics.sky – a standalone
has multiple trademarks in several guidance. If relevant to the project
portal for advertisers to
languages with different trade being discussed the conversation
access their campaign data
mark levels registered within many about domain name requirements
https://analytics.sky/Account/
different countries. The challenges can be kicked off. These guidance
SignIn?ReturnUrl=%2f#/
for a media organisation are that meetings are a by-product of the
your brand tends to be more widely Application feasibility study as the • At.sky – seemingly an internal
known. Especially when you have constant message I was hearing SSO portal or similar
popular content from Sky Sports from participants of the study was; • @example.contact.sky
(UK, Italian and German soccer, F1 “Is there a central place I can go email services
and cricket), Sky News (federation to for information about domains
of ‘real’ global news stories from and other online compliance Dawn Shackleton: I am proud of all
renowned and award-winning requirements”. My team and I also the above examples. The main game
journalists) and our entertainment take any other opportunity that changer was the migration of the
channels (original productions such arises to talk to people about dotSKY corporate (not consumer) website
as the highly acclaimed and award- and our domain management from sky.com to skygroup.sky and
winning Chernobyl). People want strategy and sometimes we just this is where we provide our nic.sky
your content and sadly they want it make the opportunities. site. There was a slight drop in user
to be cheap/free and therefore more traffic at the start of the new site but
willing to try pirate streaming or Tony Kirsch: We’ve seen .sky in use within 3 months of launching the new
VOD services that criminals can fire across a range of business activities site there was a steady increment
up so easily. To have infringing sites to date, what are the top 5 cases that of traffic and after 6 months the
taken down is time consuming and if you’re most proud of and what have traffic was above the old site. Sky
you must you have to eventually go they achieved for the business? corporate communications team
through UDRP, which is expensive. have subsequently decided to only
use a dotSKY domain for corporateSeptember 2020
sites and messaging. I think the it was a problem
funkiest site using a dotSKY domain to get traction but
is the Sky Production Services one. not now. There
It is a great showcase of the Sky UK was concern that
production facilities and its talented migrating from say
resources that are available for sky.com would lose
hire. Another huge benefit for our traffic but the new
Enterprise Tech team is @example. corporate website
contact.sky email proxies. It allows has shown that with
Sky to farm out bulk email marketing careful planning
and promotional messages to and collaborative
customers via authorised 3rd party working between
agencies, safe in the knowledge that the business and dotSKY domains when content
customers will see an email address technology teams it is possible to production starts at the studios.
that screams that it is from Sky. Also quickly meet previous traffic levels
proud of the dotSKY domains that and improve on them. People are Tony Kirsch: Have you explored
will never be seen by the general coming to us asking if they can have HSTS or other technologies such as
public. Several of our enterprise a dotSKY domain for their project. DMARC for email using .sky?
technology teams are using dotSKY Provided the use of the dotSKY
domains for large infrastructure domain falls within our domain Dawn Shackleton: We already use
platforms including a data centre. management strategy then most of DMARC and DKIM for email services.
Tony Kirsch: You’ve employed the the time we can fulfill their request. It is embedded as policy to do so. I
use of a number of redirects with the personally feel many organisations
.sky TLD. Where do you normally use Tony Kirsch: What are the areas should change their view of domains
them externally facing to customers? you see .sky being most useful for and see them as a piece of technology
moving forward? not just as an extension of trademarks.
Dawn Shackleton: The dotSKY After all, without the domain name
redirects point to the main customer Dawn Shackleton: Looking forward you have no internet presence. A
sites for the UK, sky.com and a few I see dotSKY starting to be used for domain name is a digital reflection of
point to the main customer sites for more customer focused projects. your trade mark and brand. Equally I
Germany and Italy. The most popular This is because it is becoming don’t think it is fair to expect lawyers
of the redirected domains in terms of more difficult and expensive to or marketeers to make the right
organic traffic is news.sky. The SEO obtain .com and .ccTLD domains technical choices for a domain name
team are more than happy to obtain starting with the word ‘sky’. I am and certainly not about the record
this low-level traffic. Any traffic is always thinking about what the requirements for zone files and name
good traffic. future looks like for dotSKY and servers. The look of fear you see
love doing the blue sky thinking. in their eyes when you start talking
Tony Kirsch: Have you For example, Sky will be building about what A records and CNAME
experienced any challenges in a new studio production complex delegations are required. Well you
launching .sky projects? that recently receive local council know they are seconds away from
planning permission in Elstree, fleeing from you.
Dawn Shackleton: In the early days UK. I see a big opportunity to use
.brands Industry Report15
Tony Kirsch: You’ve been a longtime in all industries are being bought Tony Kirsch: Have you seen examples
public supporter of .sky and .brands and sold, rebranding or go out of from other organizations that you think
in general Dawn, what excites you business. Indeed, many brands demonstrate great leadership?
about .brands and their role in the are perfectly happy to not actively
digital ecosystem? use their TLD, as in their eyes they Dawn Shackleton: KPMG shifting
have the best defense of their their online estate to their TLD is
Dawn Shackleton: I love my work brand in the internet name space admirable and a great example
at Sky and enormously proud of the and really do not care what the to all brands of what great usage
big strides forward that have been domain industry thinks. I get this of a brand TLD looks like. I would
made with dotSKY in the last 2/3 point of view, but it’s much more highly recommend listening to the
years. I still get enormously excited fun to use the brand TLD, even for Brand Registry Group webinar with
about requests for domain names basic redirects. I think ICANN made Domenic Torani at KPMG that can be
in the registry. The flip side in many a bold and innovative decision to found on the BRG website.
respects is my frustration that I allow brands to own a TLD. It is
don’t think the domain industry, important to acknowledge that Tony Kirsch: What do you see the
or the ICANN communities get rebranding and migrating huge role of .brands being over the next
brand TLDs in their purest form. commercial consumer platforms 5-10 years?
Brand registries operate in a to another domain is massively
totally different dimension to the expensive and requires extensive Dawn Shackleton: The internet is
domain industry. Unfortunately, and careful planning on many now primarily a vast commercial
you still see the success of .brands business fronts. For example, platform and the domain industry
being measured by the number of Sky’s corporate site migration to should move with the times
domains registered. This is a false skygroup.sky, which is small in and realise that it is no longer
take on the success of a brand comparison to a typical consumer their sandbox. Commercial and
registry. Brands are not in the site, took 20 months to complete. It Technology enterprises of all sizes
business of profiting from domain was worth the investment and other have their brand hook, upon which
name registrations and certainly brands should follow suit when the products, services and reputations
they are not in competition with time is right for them, their brand, dangle. No business can survive
other nTLD registries. You know products and customers. As the successfully without a presence on
when you read about a brand internet becomes more populated the internet. TLDs for the big brands
dropping its TLD that there are by commercial enterprises large, will eventually become the must
some stalwarts in the small and in-between, have. Potentially some brands that
industry out there I am sure that other have decided to drop their TLD may
“A DOMAIN NAME
wringing their hands brands and especially in the future regret doing so. We
IS A DIGITAL
in glee and saying, “I those that have only ever shall see. Bring on the next gTLD
REFLECTION OF
told you so, brand TLDs been online enterprises, Application round.
YOUR TRADE MARK
don’t work”. Frankly I will be participating in
AND BRAND.”
am surprised that there the next application Tony Kirsch: Couldn’t have said it
have been so few brand round for their TLD. any better myself, thanks Dawn!
TLDs that have been discarded Provided the price of investing is
to date. Commercial enterprises sensible and right for them.Showcase:Highlights
AUGUST 2020
A selection of the best .brand usage around the world
bank.sbi service.bentley kinderraad.shell
India’s state bank drops the Classy domain to get your classy Shell’s Dutch Kinder Council gets
legacy domain and goes all in on Bentley serviced. Perfect! a new website and .brand domain.
the .brand.
create.hsbc openlab.cern honeycode.aws
International leading bank CERN shares it’s research Amazon launches their new app
publishing it’s own brand community hub with the world. creation tools on this awesome
hub to the world. looking site.
applecard.apple frankfurt.mini learn.sap
Apple launches it’s credit card Brilliant website that showcases Global technology leader creates
with a cool .apple redirect. Mini’s Frankfurt dealership. new domain for all of their
educational tools.
.brands Industry Report17
idtheft.aig techtalent.ipiranga my.sandvik
Insurance giant creates a new Brazilian technology firm uses Swedish industrial giant creates
site to help users understand .brand to find the next entire new customer portal on
how to protect their identity. generation of talent. their .brand TLD.
baseball.fox labs.sas chromeenterprise.google
Fox Sports now creating memorable A new innovation portal The popular browser launches
domains to help customers find the developed by the Swedish Airline. it’s business offering on .google.
content they want.
sustainability.clubmed rise.barclays diventafornitore.gucci
The holiday organization’s The UK bank’s online innovation The Italian luxury good brand goes
commitment to a sustainable future. portal for customers and partners. big launching their new range.September 2020 Using your .brand in crisis A COVID-19 analysis .brands Industry Report
19
We’ve often talked about how .brand
top-level domains create safe namespaces
and an opportunity for their owners to establish a
trusted home on the web.
And whilst this results in a range of benefits
such as eliminating squatting or concerns about
Tony Kirsch expensive domain acquisitions in the aftermarket,
Head of Professional Services, the COVID-19 pandemic has also highlighted the
GoDaddy Registry benefits of speedy domain registration to support
crisis communications.
Crisis communications can occur for a variety
of reasons across large organizations, including
responding to topical important news, customer
feedback or product/service related issues.
The COVID-19 crisis is one of the most devastating
situations that has faced the global economy in
modern times, and many large organizations have
found the need to produce digital content to support
their business needs and provide information to their
customers and clients.
The use of a .brand to achieve this can be highly
advantageous for a number of reasons – let’s take a
look at just a few.September 2020
1. Domain With relatively low domain
squatters buy pricing available on most
all the names popular extensions these
immediately days and plenty of options
to choose from, buying
multiple variants of domains that relate to a
2. Many names As reported recently in
topic is a low cost investment. As you’d expect,
the vast majority of these are in .com but there
are often used a Trend Micro article1,
are also plenty of domains that have been
for scams the use of COVID-19 or
which harm similar domain names
registered in ccTLDs and other gTLD extensions
consumer trust have been used many
– both traditional and new TLDs.
times already by malicious
actors. Whilst it can be hard to picture why this
How many you might ask?
would occur at such a scale, imagine for a moment
According to some industry sources, there are
the number of people seeking to profit from this
almost 100,000 names that have been registered
virus in an illegitimate way – including those with
in 2020 that relate to the COVID-19 pandemic.
fake information, selling untested vaccinations and
As you’d imagine, these often have the keywords
seeking donations for non-existent organizations
‘corona’, ‘virus’ and ‘covid’ within them. To
to name just a few.
be clear, many of these names will be used for
legitimate purposes so we’re not suggesting that
Consumers are becoming increasingly wary of
this is only the realm of bad actors on the web.
these types of domains and it’s reasonable to
However, if you’re even a few minutes slow on
expect that trust levels from many within the
grabbing that campaign domain that you want,
online community with these types of websites
you can rest assured that the domain name you
is not high. Nonetheless, education on online
want will be taken and you’re either searching
behavior is not consistent across the world and
for a domain that’s close to what you wanted or
plenty of opportunity for illegal and immoral
entering the aftermarket to buy at a higher price
activity that harms the consumer exists, especially
if it’s even available.
in times of panic and increased research.
coronavirus.google
Google are no stranger to using their .brand TLD 3. These scams Further information from
for important social purposes and coronavirus. often cause the Trend Micro article1
google is no exception. This .brand redirects deeper issues claims that COVID-19
through to the Google COVID-19 information hub domains are regularly
– almost Wikipedia like in terms of its unbiased being used to inject malware into local machines
and succinct information presentation on causes, and causing permanent security breaches. We’re
symptoms and prevention tips. talking here about attacking internal networks,
rendering local machines inaccessible and
potentially hacking sensitive data from businesses
and individuals.
Sure…this can happen at any time and isn’t
specifically related to COVID-19. However, history
is a good indicator of future activity when it comes
to understanding how bad actors get the attention
of the vulnerable using topical and seemingly
legitimate domain names.
.brands Industry Report21
coronavirus.fox
4. Crisis creates Many of our large clients
The domain coronavirusnow.fox and coronavirus.fox
new levels of have reported a need to
have both been created to forward through to Fox register substantial volumes
exposure for
News’ statistical and news portal which is housed at of domains to protect
brand owners
coronavirusnow.com. This site is being promoted their brand in relation to
heavily through the media cycles and would be COVID-19, causing additional expense and headache.
experiencing substantial volumes of traffic as a Organizations that are involved in finance, technology
result of the large amount of public interest. and pharmaceutical are particularly impacted as they
need to suddenly ensure that squatters do not register
names that contain both their brand and anything
related to COVID-19.
Even organizations such as Facebook which are under
increasing regulatory pressure to ensure legitimate
content publishing were forced to register over
500 COVID-19 related names such as facebook-
coronavirus-info.com according to Domain Name
Wire. Sound ridiculous? Perhaps so. But as any brand
manager will tell you having experienced this for
years, preventing rather than legally challenging is
always the preferable option.
coronavirus.abbott coronavirus.dhl
Few organizations have such a crucial role to play We all know that increased time at home and
in beating the Corona Virus due to their extensive social distancing equates to a higher than usual
range of testing facilities. Abbott have used this reliance on logistics and delivery and German
domain as a redirect through to their abbott.com owned, global distribution organization DHL is
site but the content itself is brilliant at outlining no exception. With millions of customers and
information about the disease and what Abbott is employees all over the world, this information
doing to assist with testing and research. portal outlines DHL’s commitment to its
stakeholders throughout this crisis.
1
Trend Micro article ‘Developing Story: COVID-19 Used in Malicious Campaigns’ published
March 06, 2020 (https://www.trendmicro.com/vinfo/au/security/news/cybercrime-and-
digital-threats/coronavirus-used-in-spam-malware-file-names-and-malicious-domains)”September 2020
SPOTLIGHT SERIES
registry.godaddy
A .brand new home for
GoDaddy’s Registry business
.brands Industry Report23
The .brands Spotlight As we have seen with many other time, in particular for businesses
Series takes a deep-dive .brand activations in the past, one with a heavy online brand
into interesting facets of highly effective strategy for using a recognition that is reliant on their
the .brands space, looking .brand can be to enable new parts .com or similar identity. GoDaddy’s
of a business, product or specific acquisition of Neustar’s registry
at Stats Hub data to find
messaging to be created without business, and the launch of the
insights about how .brands
interfering with the predominant new GoDaddy Registry brand
are being used across
website and digital brand identity. provided a perfect opportunity
different industries, regions
Organizations such as Google for .godaddy to be utilized and
and organizations. This have followed this methodology it’s highly likely that more such
Spotlight piece focuses in with key product/communication opportunities will come along once
on GoDaddy’s first use of launches existing on .google (i.e. the simplicity of using the .brand
its .brand TLD following registry.google), without impact becomes apparent to internal
the acquisition of Neustar’s to the historical google.com brand and external stakeholders and
Registry Services business. which remains unchanged for the the .brand industry continues to
core business. become more mainstream.
The launch of registry.godaddy An initial analysis reveals a similar,
represents the utilization of a very yet distinct branding strategy for
similar strategy for GoDaddy GoDaddy Registry compared
Inc. In this case, the popular to the core GoDaddy brand and
godaddy.com website and brand the registry.godaddy domain is a
identity will remain unchanged for standalone URL that doesn’t redirect
GoDaddy’s millions of domain, back to the godaddy.com website.
email and website customers The site is simple and clean, initially
around the world. At the same introducing the new GoDaddy
time, the registry.godaddy website Registry business and providing
has been created specifically for access to the key business streams
our top-level domain registry including compliance, registry
business that supports over services, advisory services and a
200 of the world’s most range of information specific to the
recognizable TLDs including .brand industry.
.co, .biz, .nyc and over
130 .brands. Is this the start of further .godaddy
usage in the future? Only time
It is indeed notable that this is will tell. For now, this is a great
the first domain registered under example of a .brand TLD helping
.godaddy despite the TLD being an organization to operate two
delegated to the root zone of distinctly separate businesses with
the internet in 2016. Like many separate online brand identities.
organizations, finding the right
time to launch a .brand can takeSeptember 2020 Definitions We, us and our means any or all of the GoDaddy group of companies, their related entities and their respective officers, employees, contractors or sub-contractors. Disclaimer This document is subject to copyright and as such, this document (or any part of it) may not be reproduced, distributed or published without our prior written consent. This document has been prepared and presented in good faith based on our own information and sources which are believed to be reliable. We assume no responsibility for the accuracy, reliability or completeness of the information contained in this document (except to the extent that liability under statute cannot be excluded). This document is for editorial, descriptive and non-commercial purposes only and we claim no affiliation with or endorsement by the organizations listed. To the extent that we may be liable, liability is limited at our option to replacing, repairing or supplying equivalent goods or paying the cost of replacing, repairing or acquiring equivalent, or, in the case of services, re-supplying or paying the cost of having such re-supplied. Trademarks Notice Any of our names, trademarks, service marks, logos, and icons appearing in this document may not be used in any manner by recipients of this document without our prior written consent. All rights conferred under law are reserved. All other trademarks contained within this document remain the property of their respective owners, and are used only to directly describe the products being provided by them or on their behalf. Their use in no way indicates any relationship between us and the owners of those other trademarks. .brands Industry Report
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GoDaddy Registry is one of the world’s largest and
leading domain name registry providers. We operate
top-level domains (TLDs) on behalf of sovereign
nations, city governments, global brands and domain
registries. With more than two decades of industry
leadership to draw on, we serve as the Registry
Operator for industry-leading TLDs, like .co, .us, .biz,
and .nyc – and manage the backend technology for
hundreds more.
Find out more
www.registry.godaddy
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