Companies play ‘wait and see’ in the ‘.brand’ desert

‘.brand’ use has long been cited as potentially giving new gTLDs a positive profile boost amongst consumers, with Barclays recently generating headlines over the announcement that it plans to migrate its online presence to the ‘.barclays’ TLD. However, two other ‘.brand’ applicants have adopted a more cautious stance, with a Richemont representative describing the current ‘.brand’ landscape as ‘a desert’ and Volkswagen’s IP counsel noting that the company is in no rush to start using its new gTLDs.

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