Domain name strategy

We recommend that all companies have a domain name strategy. The domain name strategy should form the basis for all of a company’s choices and actions in conjunction with the registration of domain names and hosting services. The strategy should be in writing and should be communicated to all parts of the organisation so it can be maintained correctly and for as long as possible.

A domain name strategy often goes hand in hand with a company’s trademark strategy or is a part of it. It is thus important to register domain names for the trademarks you have registered and in the countries where the trademark is valid. As registration of a trademark takes longer than a domain name registration the domain name should be registered first, in order to be protected in the countries in which the trademark is to be registered.

How you register and manage your domain names is also a major component in your company’s marketing. Domain names, websites, e-mail addresses, positioning in search engines etc. all go to make up customers’, retailers’, consumers’ and employees’ images of the company’s products and services, global positioning, logos and trademarks.

When you have chosen your domain name strategy and are looking at the current situation as regards the domain names, there may be domain names that have already been registered by others. Acquisition or dispute resolution may then be a solution for regaining the desired domain names and fulfilling your strategy.

We help our clients with solutions for choosing and developing strategies for domain names and trademarks.