Domain names lie at the heart of a business’ online presence. They control how a company’s web and other resources will be identified to the world and reinforce the numerous brands and trademarks of a business. Domains represent a combination of virtual storefronts and billboards to promote the brand and identify a source of trusted information about the business. The right domain name makes it easier for online customers to find and purchase a business’ products and services and is also used to protect their intellectual property and complement their offline efforts.
Companies typically register their internet domain names to support new brands, product launches, marketing campaigns, corporate acquisitions and restructurings. The issue for many corporations is managing many domains. And while the attention is focused on some of the world’s largest corporations, such as Coca Cola and Unilever which are reported to own thousands of domains, even smaller businesses can have large domain name portfolios. It is not uncommon for large organizations to own and operate thousands of domain names , for example.
But managing these large domain collections isn’t easy and in this ebook that I wrote for Network Solutions, I discuss the various problems and offer some solutions.