ICANN to destroy internet branding. (Internet Focus).ICANN's approval of seven new domain names for Internet businesses will destroy corporate branding Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. and cause mass confusion, says e-business consultancy, Adcore Strategy. "The European e-business community is concerned about this decision by ICANN (Internet Corporation for Assigned Names and Numbers, www.icann.org) A non-profit, international association founded in 1998 and incorporated in the U.S. It is the successor to IANA (Internet Assigned Numbers Authority), which manages Internet addresses, domain names and the huge number . Dot-coms are now failing at the rate of one per day, and this has prompted a backlash against the dot-corn name, but this reaction masks the real issues. Failure cannot be blamed on the Web address, and having more URLs to choose from will just confuse con·fuse v. con·fused, con·fus·ing, con·fus·es v.tr. 1. a. To cause to be unable to think with clarity or act with intelligence or understanding; throw off. b. users and cause massive loss of brand recognition." Adcore believes that companies with an established Internet presence will keep their dot-com status, and it will be the smaller businesses that 'panic buy' a new name. It is also possible that the uptake uptake /up·take/ (up´tak) absorption and incorporation of a substance by living tissue. up·take n. of the new domains will not be as fast as ICANN hopes, as the 'gold-rush' mentality men·tal·i·ty n. The sum of a person's intellectual capabilities or endowment. to get online slows and the red tape of a name change becomes unappealing to those already there. www.adcorestrategy.com |
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