The .ibm Dot Brand
International Business Machines Corporation is the world's oldest technology company. IBM communicates, processes and stores information offering a broad range of services that include computer hardware and software. It has over 400,000 employees around the world and operates in more than 190 countries.
The Applicant intends to build its proposed .ibm TLD to provide intuitive online identities for its business units, geographic divisions, products and services. These new destinations will benefit its employees, divisions, partners, vendors and customers.
The .ibm string will increase access to IBM content, make navigation simpler and provide clarity and consistency to the company brand. It will help the company to differentiate its offerings and compete in the marketplace. The company is keenly aware that both its customers and its competitors are changing.
Some business models are becoming obsolete, the industry is shifting and new partnerships are reshaping the competitive landscape. These changes are "heightening the importance of the brand and managing brands as assets." IBM hopes its new brand TLD will be integral to this evolution.
The IBM brand is a key strategic asset. In 2011 it was valued by Interbrand at over 69 billion dollars.
IBM considers it vital to keep its brand strong and relevant, and sees the .ibm string as a potential means of enhancing this.
IBM holds trademarks on the "IBM" mark in 170 countries for a wide range of products, in particular in relation to information technology. It is one of the world's most recognised trademarks. The company's current domain name portfolio contains 259 names, of which more than 200 are country code domains.
The .ibm string will help the company differentiate and define its range of products, markets and so on. IBM anticipates incorporating descriptive identifiers such as Software.ibm and existing trademarks like SmartCloud.ibm. The TLD may be used to distinguish between "traditional Internet marketing sites and consumable applications or services".
IBM's naming strategy includes a focus on clarity and consistency to maintain and promote the power of the IBM brand. The company identity is carefully positioned to align with customer expectations.
IBM has more than 17,000 named products and services. The company has a sophisticated and centralised system to create product descriptors that eliminate confusion, ensure company-wide consistency and "build brand equity into making IBM 'easy to do business with'."
The Applicant does not provide details of its program to communicate awareness of the new TLD other than to say it will inform users about the benefits and authenticity of the .ibm string.
Geographic Dot Brands
IBM will compile a comprehensive master list of geographic names to be reserved from registration to comply with Specification 5 of the New gTLD Registry Agreement.
This list will include country and territory names from the ISO 3166-1 list (including the EU). It will also include the relevant names from the UN Group of Experts geographical names document and similarly a list from the UN Working Group on Country Names.
IBM does foresee that it may have an interest in utilizing country names within .ibm brand domains in the future, and hence makes mention of a procedure for release of reserved geographical terms.
Possible .ibm Brand Domains
Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.
All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.
Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.
This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.
It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.
ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.
For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).
If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.
----- ----- ----- ----- -----
THE BRAND DOMAINS
IS PART OF THE ALARM MEDIA ENTERTAINMENT & BUSINESS NETWORK
© 2013-14 David Tyrer All rights reserved
Website by Click as a Flash
Terms and Conditions