Columbia Business School's
Center on Global Brand Leadership

A Global Webinar:
Who Should Invest in a dotBRAND?
Evaluating the Business Case for a Top-Level Domain Name

Originally webcast on October 19, 2011

A new frontier in the internet is about to open. Website names will expand from mere .COMs and .NETs to full-fledged names like .WINE and .HOLLYWOOD, and brands like .CANON and .DELOITTE. In January 2012, organizations will have the chance to own a dotBRAND domain name instead of just registering for a dotCOM website.

Global brand owners, industry associations, and internet entrepreneurs are facing an important, and immediate, decision about how they should react to this new opportunity. ICANN's application process for new generic Top-Level Domains (gTLDs) begins on January 12, 2012 and closes on April 12, 2012, so there is a small window in which to commit--and the next opportunity to apply will be several years from now.

This webinar brings together business, branding, and internet experts to discuss the strategic questions faced by any organization considering, or committed to, ownership of a new gTLD:

What types of brands and organizations will most benefit from investing in a gTLD?
If I am a .BRAND owner what are some of the use cases to best leverage my .BRAND for marketing and brand building purposes?
How are consumers likely to react to these new gTLDs? Will they provide clarity or confusion to their internet experience?
How will search engines, social media sites, and other internet properties respond to new .BRANDs?
What options are there for defensive action to protect my trademarks?
What are the full costs and processes behind applying for and owning a gTLD?

By exploring these and other questions, this webinar gives business leaders the means to make an informed decision about how to best invest (or not invest) in their own .BRAND.

William Barrett, Online Strategy Leader,
Global Brand & Communications, Deloitte
Karl Isaac, Executive Director, Digital Branding, Landor
Roland LaPlante, Chief Marketing Officer, Afilias
Paul Twomey, Managing Director, Argo P@cific, former ICANN CEO

Moderated by:
David Rogers, Executive Director, BRITE, Columbia Business School

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