Marketing Essentials 2012Chapter 31:
Branding, Packaging, and LabelingeMarketing FeatureDomain Name—A Branding Tool
A domain name (or host name) is the alphanumeric name which begins the web address or URL. It is used to identify a computer on the Internet. Domain names for .com, .org, .biz, .net, .info, and .name must be registered with accredited registrars and their resellers. The agency that approves resellers is ICANN.org. Domain names are crucial to businesses because they provide the means for visitors to find companies' Web sites on the Internet. The company's trademark is often its name. Thus, it is important to register a business's domain name before someone else does. "Cybersquatting" is a term used for people who register domain names in order to resell them at a profit. Innovate and Create
Have student research prices for already existing domain names that are being resold. You may want to provide a few examples, such as "marketing clubs" and "soda pop." The site that provides this service is WHOIS Lookup and Domain Name Search. Have students share their findings with classmates. What was the highest price anyone found for a domain name? Did anyone find a domain name that does not have any cybersquatters? Have students discuss why domain names are important as a branding tool and ask them to create a domain name that they may be able to resell in the future.  | 
