Catching up with the early-adopter super-brands

By Stuart Fuller

As a pathway to a second round of new generic top-level domains is announced and organisations weigh up whether to apply, it is worth considering why the existing ‘.brands’ applied and whether these reasons would be valid criteria for the future

More companies than last year now see the Internet as a profitable way of making sales, compared to traditional methods. Unsurprisingly, perhaps, it is the more e-commerce mature businesses like the retail/wholesale companies which are particularly impressed with the Internet as a selling tool.

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Issue 72