Types of corporate domain names

Besides the main company website, there are three major types of corporate domain names — that is, three possible reasons to invest in the purchase of a particular domain name.

1. Branding domains — i.e., domains that could either support an existing brand, or serve as the platform for a new brand that would fit your business.  Or, companies buy domain names to protect their brand and trademark. 

   Companies sometimes assume that they don't need to buy domains containing their trademark because it's protected by law, but this is not the case.  If Proctor & Gamble didn't own Tide.com, they could seize it from another company using it to sell detergent, but they couldn't stop someone for using it for, say, oceanography.
   

It's important to be on the lookout for domain names that could match a brand name you don't have, but which would be a good name for a brand you might develop in the future — for example, pathtreader.com for a vehicle or footwear brand.

2. Category domains — or more fully, product category keyword domain names  — i.e., domains that contain the words that internet users use to designate a type of product.  Internet buyers are no different than store-front buyers, they're looking for cheaper, faster, better.  Online they find all three by doing a category search.  For example, if the users is looking for glasses, they are likely to type in glasses.  If they are looking for belts, they are likely to type in belts.  If they're looks for tents, they are likely to type in tents.

   Companies often overemphasize brand identity, and overestimate brand loyalty.  While it's true that some brands have successfully cultivated a "tribal" loyalty, or in some other way attracted a loyal following, most product categories have become increasingly commoditized.
   
   Customers switch brands at the drop of a dollar, and often do a category search even if there's a brand they typically use.  The company that's there to meet them at the category wins out.  Category domains can help you do that.
   

3. Top-of-mind domains — i.e., domains that contain words that are in the forefront of the publics mind.  This may include domain names that are trendy, fashionable, hot, new, rising in importance.  If some aspect of your company, products or services happens to match a top-of-mind phrase, getting that top-of-mind domain and using it to both capture search traffic and identify yourself with the quality it represents can be a good investment.

Being aware of these three types can help you recognize the possible value of a domain name to your company and understand how you might use it.