Branding with a domain name

Brands are greatly affected by the ability of the company to obtain the matching domain name. If a company builds a brand around a name to which it does not own the domain name, it can end up directing traffic to another domain owner's site. If it is a competitor, this would be a problem.

Today's advertising development of a great brand is strictly confined to the availability to synchronize the brand with a domain name. Any confusion might result in a competitor gaining valuable internet traffic and possible customers.

[edit] Domain name confusion

Intercapping is often used to emphasize the meaning of a domain name. However, DNS names are case-insensitive, and some names may be misinterpreted in certain uses of capitalization. For example: Who Represents, a database of artists and agents, chose whorepresents.com, which can be misread as whore presents. Similarly, a therapists' network is named therapistfinder.com. Another example is powergenitalia.com, the website of an Italian power generator company. In such situations, the proper meaning may be clarified by use of hyphens in the domain name. For instance, Experts Exchange, the programmers' site, for a long time used expertsexchange.com, but ultimately changed the name to experts-exchange.com.

Leo Stoller threatened to sue the owners of StealThisEmail.com on the basis that, when read as stealthisemail.com, it infringed on claimed (but invalid) trademark rights to the word "stealth".^[11]

[edit] Use in web site hosting

A domain name is a component of a Uniform Resource Locator (URL) used to access web sites, for example:

URL: http://www.example.net/index.html

Domain name: www.example.net

Second-level domain name: example.net

A domain name may point to multiple IP addresses to provide server redundancy for the services delivered. This is used for large, popular web sites. More commonly, however, one server at a given IP address may also host multiple web sites in different domains. Such address overloading is possible through a feature in the HTTP version 1.1 protocol (but not in HTTP 1.0) which requires that a request identifies the domain name being referenced. This enables virtual web hosting commonly used by large web hosting services to conserve IP address space.

For example, the web server at IP address 208.77.188.166 handles all HTTP page requests to the following domain names:

example.com

www.example.com

example.net

www.example.net

example.org

www.example.org