Evaluation of New Generic Top Level Domains from a Brand and a Trademark Perspective
International Journal of Management and Marketing Research, v. 8 (1) p. 93-112, 2015
20 Pages Posted: 1 Feb 2016
Date Written: 2015
This study explains the positive branding effects and the trademark-related risks of the New Generic Top-Level Domain (NGTLD) program. It can be shown that Associative Network Memory Theory explains why the connection of the brand with a suitable generic NGTLD can increase brand awareness. Additionally, the Signaling Theory can explain why brand (and some generic) NGTLDs can be used as signals. Brand NGTLDs can be used to protect the brand from negative influences by third parties in the digital world. This study compares the chances and the risks of NGTLDs and recommends a strategy, which should minimize the trademark-related risks for brand owners. An extensive survey of prior literature was applied, as were interviews with a sample of 10 experts who were involved in the decision and the application process for NGTLDs.
Keywords: Brands, Trademarks, New Generic Top-Level Domain, NGTLD, Internet, Online-Marketing
JEL Classification: M31, M37, O34, O32
Suggested Citation: Suggested Citation